Nestle Rowntree is the first advertiser to run a national campaign
using the outside of BT phone boxes.
The confectionery giant has spent pounds 500,000 buying the ’street
facing’ ad space on payphones, which media owner Phonesites has named
Jon Forsyth, Nestle Rowntree’s planner at MindShare, tested the product
for KitKat and Lion bars using 400 payphones in Croydon, Merton, Sutton
and Surrey late last year (Media Business, 13 December).
Now Forsyth has briefed Concord to book 1,600 StreetSites throughout
London, Birmingham, Liverpool, Sheffield, Leeds, Newcastle, Nottingham
and Manchester. The ads will appear from this week. They are printed on
a material that allows callers to see out while displaying the image on
the exterior of the kiosk.
The Phonesites sales team, which is headed by Jonathan Adam, is
discussing running national campaigns with other advertisers.
According to Phonesites, figures from NOP Research showed that 82 per
cent of payphone users recalled seeing StreetSites when asked, and 60
per cent of non-users were aware of them.
The team also claims to offer a ’perfect distribution’ across England,
Wales, Northern Ireland and Eire, plus a large number of sites - most
cities have a payphone kiosk every 50 yards.
The sales team has been selling ad space inside BT payphones for the
past 18 months. Phonesites is planning to replace its smaller interior
sites from May with 40,000 larger, A2 back-lit versions.