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HM Revenue and Customs is using cash machine advertising medium ATM:ad for the first time, to run a countdown to the end of the month as part of its multimedia ad campaign.
Each day the creative, screening on more than 1,000 cash machines throughout the UK, changes to show the number of days left before the deadline is reached.
As well as appearing onscreen in an estimated five million one-to-one transactions, the campaign will feature on the front of the cash machine receipts.
The campaign was planned by the COI and ZenithOptimedia, with ads booked by Posterscope.
Previously, HM Revenue and Customs has used the internet for a similar campaign.
“We wanted to explore digital outdoor as a means of extending our traditional 48s element of the campaign,” said Michelle Patel, marketing team leader at HMRC. “It’s a particularly good format for the countdown message, which has worked successfully for us online.”