The campaign, which kicks off on May 17, will run across ATMs in 54 London Underground stations and is projected to deliver more than 300,000 advertising one-to-ones in a two-week period.
The campaign, ‘Spend your summer with British Eurosport’, showcases live coverage of the 2005 French Open, Tour de France, World Superbikes and British Eurosport’s role as host broadcaster for the UEFA Women’s European Championships in Manchester.
A mixture of graphics and real sporting action from the featured events will promote the pick of British Eurosport’s summer programming which runs from May to August.
Said Pierre-Jean Sebert, managing director of British Eurosport: “In our very crowded marketplace, I am pleased we are the first television broadcaster to utilise this technology, and have no doubt others will follow.”
The campaign will use four separate ATM:ad modules. A 10-second ‘Attract’ trailer which continuously loops and features live sequences prior to a customer inserting their card, a minimum five-second ‘In-transaction’ sequence whilst the customer waits for their cash or other service, a reinforcing ‘thank you’ message at the end of the transaction and finally the ‘Receipt’ - a graphical printed takeaway reminder of the campaign.
Since its launch in mid-2004 ATM:ad has carried campaigns from a wide range of sectors, with advertisers including United International Pictures, Nestle, British Airways, Fox Home Entertainment and Comic Relief.
