Nestle purrs into action with atmAd campaign Campaign

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Wednesday, 30 July 2008

atmAd chosen for its direct and accountable advertising solution

Nestle has incorporated ATM advertising into its integrated outdoor advertising campaign for Purina One Natural Balance cat food.

The dynamic advert for Nestlé’s Purina One cat food ran for two weeks from July 14, 2008 on atmAd and was viewed as customers waited for their cash to be dispensed.

The campaign was broadcast on cash machines located at Tesco stores across London, targeting consumers in close proximity to the point of purchase. The campaign featured a branded ATM receipt dynamically printed with a different call to action, depending on whether or not the product is available in that particular store.

Users of ATMs at the selected Tesco stores in which Purina One Natural Balance was available were encouraged to go in store to redeem a half price voucher, delivered on their ATM receipt. Those who requested a receipt from an ATM at other Tesco stores, were invited to send a text to receive a free sample of the product. The outcome of the most successful approach will determine the strategy for future activity.

“atmAd allows us to bring a relevant promotion to consumers when they are close to the point of decision-making, on the high street or even in the shop,” said Natacha Mauvoisin, Brand Manager Nestle Purina UK. “What’s more, atmAd delivers a platform for us to accurately monitor the effectiveness of our coupon strategy, which is also part of the campaign on escalator panels and online. Being able to offer samples or discounts depending on exact location ensures that our marketing efforts can be very targeted and timely.”

“Only paying for the number times the ad is played in-transaction is unique and ensures our campaign is 100 per cent accountable,” commented Laura Jones, communications planning executive at Mindshare, the media agency handling the campaign for Nestle.