BT puts ads on the outside of payphones

BT will begin selling the outside of its payphones to advertisers if a two-month trial conducted with confectionery giant Nestle is a success.

BT will begin selling the outside of its payphones to advertisers

if a two-month trial conducted with confectionery giant Nestle is a

success.



Posters for the Nestle brands Kit-Kat and Lion Bar are being displayed on

400 payphones in Croydon, Merton, Sutton and Wandsworth.



The ads, created by J. Walter Thompson, are made of a perforated vinyl

material which enables users to see the poster from the outside and see

through it when inside.



The campaign was planned by MindShare and bought by Concord.



A BT spokesman said that although it would be difficult to gauge the

success of the ads in a two-month period, it was ’fairly likely’ that the

medium will be offered to clients on a permanent basis.



If so, sales for the outside of payphones would be outsourced to a sales

contractor. Phonesites, a sister company to Taxi Media - which has sold

BT’s Phonesites and back-lit Phonelights since their launch in 1998 - is a

likely contender.



Steve Davis, head of marketing at BT Payphones, said: ’We’re constantly

looking for new and exciting services for our phone boxes. We think this

latest innovation will be a big hit for both customers and

advertisers.’



This is the second new advertising medium to come from BT Payphones in the

last month. On 18 November it launched AdCall, a service which gives free

calls to phone-box customers who listen to advertisers’ messages every 30

seconds.



AdCall is available in 340 telephone boxes in Norwich, Ipswich,

Cambridge and Kings Lynn. More than 47,000 customers used the service

during the six-week trial period.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).