HM Revenue and Customs is using ATM:ad, the cash machine advertising medium, to run a ‘countdown campaign’ as part of its multi-media strategy to ensure customers comply with the 31st January deadline.
The campaign will run on over 1,000 cash machines on the ATM:ad network, including high streets, supermarkets and petrol stations, throughout the UK. It is expected to deliver over 5 million one-to-one transactions and kicked off on the 15th January.
Each day, the creative will change to reflect the number of days left before the deadline is reached, and the campaign will finish on January 31st.
As well as the on-screen element, the campaign will also feature on the front of the cash machine takeaway receipts, further strengthening the message.
A Marketing Team Leader at HMRC said “We wanted to explore digital outdoor as a means of extending our traditional 48s element of the campaign. It’s a particularly good format for the countdown message which has worked successfully for us within the online sphere. The receipt will also allow customers to walk away with our message in their pockets. ”