T-Mobile is using over 300 cash machines to promote its flagship SIM-only Solo contract to the public. The campaign, which goes live on June 2, will last for two weeks and is powered through ATM:ad, provider of dynamic digital advertising on the cash machine.
“We rebooked ATM:ad 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, will run in high streets across the UK on 1.4 million transactions; plus the front of 350,000 receipts will be branded with the T-Mobile message. The ads will have a strong retail focus and will also run 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 ATM:ad to deliver their message,” commented Richard Rowley, head of media sales at ATM:ad.
The SIM-only Solo deal will provide 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.