UK building society Nationwide is to take part in Capital Radio’s ‘Birthday Bank’ campaign by running adverts across its cash machines on the London Underground.
The adverting spots will be run over the next four weeks at the high volume sites of London Bridge, Liverpool Street, Waterloo & Canary Wharf. It is anticpated over 120,000 people will view the advert while drawing cash.
The advert will run 4 times in each transaction - idle loop, before the user inserts the card; in-transaction, while waiting for a process to take place; the thank-you screen and text messaging on the receipt.
In addition, a further 24 machines across petrol stations in the UK are running a full screen video campaign to promote Nationwide’s own travel insurance service. Customers also take away a colour graphic advert on their receipt.
Francis Walsh, Nationwide’s technology director, says: “Cash machines are an exciting new medium for advertisers, enabling them to target consumers in a new way. Unlike any other media, consumers keep their eyes on the screen the whole time.”
The Capital Radio spot follows an earlier video advertising campaign at Nationwide ATMs featuring Internet recruitment company myOyster.com.
The two ATM advertising campaigns will use technology from front-end software solutions provider i-design.