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