Big names sign up for BT Phonesites space

Phonesites, the exclusive contractor of ad space in BT payphone booths, has signed up three big-name clients.

Phonesites, the exclusive contractor of ad space in BT payphone

booths, has signed up three big-name clients.

Nike, Sainsbury’s and Sony PlayStation have all booked Phonesite

campaigns to run this month.

’The urban sub-culture of park football’ is the theme of Nike’s payphone

advertising drive. The sports giant is aiming to use payphones to catch

16- to 24-year-olds on their way to a ’kick around’.

Nike has bought 3,000 sites within a two-mile radius of famous football

grounds such as Fulham’s Craven Cottage and Arsenal’s Highbury, and

within a 250-metre radius of communal open spaces and parks such as

Epping Forest.

It is erecting floodlights at different locations across the London

region each evening so footballers can play after dark.

The ads quote a freephone number, which carries a recorded message

giving the location of the day’s floodlighting and invites callers to

enter the first Nike Park Football Awards.

They are produced to look like a hand-written poster and call for anyone

finding a ball lost during park football to give it a good home.

Virgin Interactive is using Phonesites to publicise the launch of its

Resident Evil 2 Platinum game in the run-up to Christmas.

The national campaign, booked by Banks Hoggins O’Shea, includes nearly

500 Phonesites situated around 100 metres from stores which stock the

15-certificate game including Virgin, HMV, Our Price and Electronic


Again, the core target market is young men.

Virgin Interactive marketing manager Louise Gaynor said: ’The ability to

be so specific about where ads will appear meant we could ensure that

the audience was within striking distance of an outlet. So not only do

payphone user profiles deliver typical gamers but the effectiveness of

the call to action was greatly improved.’

Finally, Clarke and Taylor has booked 200 of Phonesite’s ’phone light’

illuminated A3 ads for Sainsbury’s in order to build awareness of its

recently opened flagship store in Greenwich.

The ads, which will run alongside outdoor activity, use the ’making life

taste better’ theme and feature four different creative executions.

They have been placed in payphones situated within a one mile radius of

the Millennium Dome to attract both local residents and tourists.

Sainsbury’s local marketing manager Mike Gardner commented: ’The energy

saving features of the Greenwich store makes this a particularly

important opening for us.

’Being able to communicate with potential customers in the local area

through a highly visible medium like illuminated phone lights has proved

a cost effective, targeted method of publicising the event,’ he


Phonesites has access to 95,000 BT payphones in the UK and Ireland.

The company, along with sister ambient media outfit Taxi Media, is owned

by Associated New Media holdings.

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