This is part of a larger integrated advertising campaign including buses, tubes and airports. The ATM was chosen as a means for personal engagement with the user.
The adverts will feature positive dynamic visual testimonials from people who have overcome the challenges of MS by using the resources available to them. They aim to drive people to the MS website and hotline, which provide information and help, to MS sufferers, carers and their relatives on how to cope with the disease.
The campaign, which was bought by Total Media, will run for two weeks. It is predicted one million customers will watch the dynamic advertisement, during the time they wait for cash and receipts to be dispensed. The information will be displayed on cash machines at ASDA stores and post offices in towns and cities across the UK, including Birmingham, Manchester, London and Glasgow. Information on the website and hotline will be printed on the front of the cash receipts so customers have a takeaway reminder.
âOur priority is to raise awareness of multiple sclerosis, which affects 85,000 people in the UK alone, by reaching as wide an audience as possible. ATM advertising is a key part of the campaign as it provides a level of personal engagement which other outdoor mediums do not,â commented Matthew Trainer, head of communications at The MS Society.
âAs a charity, it is paramount that we achieve value for money through our advertising campaigns, and ATM:ad is helping provide us with very targeted advertising and accountability,â he added.
The website is already a major resource, visited by 75,000 users each month while the hotline is called by 16,000 people each year, providing invaluable support.
âThe MS Society needs its message to reach a broad audience and the ATM is the perfect medium to achieve this goal. The charity can now provide direct one-to-one advertising of this valuable information, and achieve effective results,â commented Richard Rowley, head of media sales at ATM:ad. âIncreasingly charities are becoming aware of the power of reaching the public through the ATM. And by promoting awareness campaigns, banks can ensure their customers are kept informed of important messages as well.â