Nestle goes nationwide with StreetSite push

Nestle Rowntree is the first advertiser to run a national campaign using the outside of BT phone boxes.

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

StreetSites.



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.