Directgov leans on ATMs for campaign

LONDON - Directgov, the Government information service, is using 900 ATMs across England to direct the public to tax credit and savings advice.

The campaign, created by ATM advertising specialist ATM:ad and bought by Posterscope, will enable Directgov to show onscreen advertising, including tax credit advice and money saving tips. Directgov will also provide a printed reminder on the front of every customer receipt.

The campaign is running for four weeks and is expected to deliver more than 5 million one-to-one transactions and 1.25 million take away receipts.

Maxine Mackenzie, head of marketing at Directgov, said the COI had recommended ATM advertising as a way to tap into a huge audience.

Jack Vincent, business development director at ATM:ad, said Government departments were increasingly turning to ATMs as an advertising channel.

ATM:ad enables ATM network owners, such as retail banks, to run internal third party advertising campaigns across their ATM estates. Existing clients include British Airways, Easyjet, Orange and Nivea.

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