Government helpline calls on atmAd Campaign

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Consumer Direct launches first regional cash machine advertising campaign

Consumer Direct, the Government helpline, has used ATM advertising provided by atmAd as part of a regional integrated marketing strategy.

The dynamic campaign was a first for the helpline and targeted high-street shoppers in the Yorkshire and Humber region. It aimed to raise awareness of the Consumer Direct helpline and website, which offer the public free advice about their consumer rights.

As people waited for their cash, atmAd’s technology delivered images and messages representing some of the most popular complaints, including holiday mishaps and faulty goods. The campaign ran from June 2 – June 15 an over 200,000 people were expected to see the ad.

The helpline details also featured on the branded ATM receipt, over 50,000 of which, were expected to be requested.

“Consumer Direct is a national scheme with specific regional goals, so ATM advertising on very specific ATM sites is ideal,” said Richard Rowley, head of media sales at atmAd. “What’s more, the media and the message link well. Consumers are in a ‘life management’ frame of mind while handling their finances, meaning they will take on board the message of free consumer advice.”

“ATM advertising offers something different from traditional outdoor media, helping us to reach our target audience on a one-to-one basis,” commented Suzanne Kitchen, liaison and communications officer, at Consumer Direct. “The location of the ATMs is also important; reaching people on the high street means that consumer rights are at the fore-front of their mind when they are out shopping.”