CAMPAIGN-I: HHCL produces cash machine spots for Go

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

addressed directly.

'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


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