Directgov launches cash machine ad campaign

by Jemima Bokaie, Marketing 04-Mar-08, 10:26

LONDON - Directgov, the Government's digital service, is using cash machine advertising contractor ATM:ad to offer financial advice to consumers as part of a multimedia ad campaign.

The creative, screening on about 1000 cash machines across the UK, will give users tax credit advice and money-saving tips during transactions. Printed information will also appear on every customer receipt.

Maxine Mackenzie, head of marketing at Directgov, said: ‘This campaign will deliver advice to a huge audience. We wanted to explore a dynamic and relevant way of promoting our campaign, and we chose ATM digital advertising after a recommendation by the COI.'

Jack Vincent, business development director at ATM:ad, said: ‘Government departments are becoming more aware of the power of reaching the public through ATMs. And by promoting government awareness campaigns, banks can also ensure their customers are exposed to important messages.'

The campaign was booked by Posterscope. ATM:ad's clients include British Airways, easyJet, Orange, Nivea, New Look, Orion and the COI.

Directgov, which launched in 2004, offers public service information on mobile, digital TV and online at its website wwww.directgov.uk, which attracts more than 7m visits a month.

Comments

Michael Allan - 10/03/2008

Directgov are advertising on ATMs. This involves using public money to pay banks, and the agent, for time/space on the ATMs. Both the banks and the agent are providing a commercial service which means that profit can be taken from the arrangement. It is not a public service. I would question whether or not this is an effective use of public money, as a campaign on traditional media would statistically reach more people. Also, it appears that Directgov have waded into a possible problematic area, since it is not clear that banks have the right to use their ATMs as platforms for advertising. When a person uses an ATM they are in a special contractual relationship with the host ATM provider and their own bank, via the LINK system. This is a private transaction covered by The Banking Code which states that the situation must be a confidential one and is not to be exploited. It is also possible that banks are not strictly permitted to transmit direct marketing messages, of whatever type, that do not relate to their core function i.e. the provision of financial services. A customer does not go to an ATM expecting to receive anything other than cash or a cash related service, certainly not to be advertised or preached to. ATMs are special environments; they are not intended as advertising spaces or soap boxes. The question is, whether banks should be profiting from the special hold they have over a captive audience at the ATM, and whether or not a third party commercial enterprise, or a public body including the government, is inadvertently benefiting from what is arguably an abuse of the privileged bank-customer relationship. My advice to Directgov is to check the facts about the use of ATMs as public message platforms, and not take the current situation of ATMs being used as advertising spaces, at face value.