T-Mobile goes ‘Solo’ at the ATM Campaign

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mobile company delivers contract offer at the cash machine

T-Mobile used over 300 cash machines to promote its flagship SIM-only Solo contract to the public. The campaign, which went live on June 2, lasted for two weeks and was powered through atmAd, provider of dynamic digital advertising on the cash machine.

“We rebooked atmAd after running previous successful top-up campaigns as the ATM is a relevant and familiar portal for consumers. For us, the ATM delivers a unique one-to-one element in tandem with a roadside campaign,” said Sam Taylor, head of advertising and sponsorship at T-Mobile UK.

“Delivering the message through personal engagement via the all too familiar ATM integrates easily with our marketing strategy,” he added.

The campaign, which was bought and planned by MediaCom Outdoor, ran in high streets across the UK on 1.4 million transactions; plus the front of 350,000 ATM receipts were branded with the T-Mobile message. The ads had a strong retail focus and also ran on buses, changing-room panels and on bin sides in shopping malls across the UK.

“People already go to ATMs to top up their mobile phones, so this is a safe and suitable place to promote other phone services to consumers. Very few mediums can reach customers directly on a one-to-one basis with such strong accountability and ROI. But we have already achieved a number of previous successes with other leading mobile service providers who use atmAd to deliver their message,” commented Richard Rowley, head of media sales at atmAd.

The SIM-only Solo deal provided customers the option of keeping their existing handset, and signing up to a 30-day rolling contract for inclusive calls and texts, rather than having to commit to a yearly or 18-month deal.