Go, the low-cost airline, is to launch an advertising campaign on
cash machines later this month.
The ads, which have been created by HHCL & Partners and The Mill, will
consist of a series of short sequences that run during the processing
time of a transaction and when the cashpoint is not being used.
The creative links the money that a person is withdrawing with Go's air
fares. Type appears over the brand's trademark moving coloured circles -
as featured in its traditional advertising - with lines including: 'Go
get another pounds 60 and go to Milan! Milan from pounds 68 return.'
The campaign will be tested on a handful of London cashpoints, and will
be rolled out if successful.
Richard Spalding, the television producer at HHCL, said: 'At this stage,
technology doesn't allow interaction to take place. The creative has
been tailored so that the advertising message is highly relevant to the
medium and the transaction taking place. Although it's not truly
interactive, the intention is that the user will feel like they're being
'Cashpoints appear on almost every high street and have become a regular
part of everyone's life. They offer an unusual, distinctive and
intrusive way of reaching people. You've literally got a captive
audience with nothing else to look at for a minute.'
Belinda Drum, the designer on the Go account at HHCL, said: 'Go's
graphic style works particularly well in this medium, where sound is
currently not available. A filmed commercial, with a greater reliance on
sounds and a less distinct visual style, probably wouldn't work so