The ATM push, handled by ATM:ad, will enable DirectGov to show dynamic, on-screen advertising on 900 ATMs, including tax credit advice and money saving tips during customer transactions. Customers will also see a printed reminder on the front of receipts.
The campaign, bought by out of home specialist Posterscope, will last for four weeks. It is set to deliver over 5 million one-to-one transactions and 1.25 million take-away receipts.
"This campaign will deliver advice to a huge audience. We wanted to explore a dynamic and relevant way of promoting our campaign, and we chose ATM digital advertising after a recommendation by the Central Office of Information," said Maxine Mackenzie, head of marketing at Directgov.
Directgov, the largest cross-government initiative, brings public service information and services together in one place. It's available on mobile, digital television and the website www.direct.gov.uk .
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