Chip and Pin has been created to replace the traditional signing of sales slips at the checkout. Instead customers will be asked to key their four-digit Pin number into a special keypad to confirm purchases.
Selected breaks during peak time on ITV1 will carry five-second top and tail bumpers in support of the main Chip and Pin ad. The bumpers, which appear as news-style announcements, are deliberately different in style to the main commercial.
ITV Sales won the pitch for value-added ideas to launch Chip and Pin in the UK on ITV1.
Kim Gilroy, commercial development manager at ITV Sales, said: "Involving TV sales teams at the planning and development stage of any airtime activity means that an advertiser and its agency can make best use of their resources, which can be tailored to support the campaign.
"ITV's news-style announcement initiative will provide standout for Chip and Pin in a very clear and powerful way. We welcome any such approach to future initiatives on ITV1 and ITV2."
Mike Villiers-Stuart from ITV's in-house commercial production team in Birmingham has created the bumpers in liaison with Chip and Pin's creative agency Saatchi & Saatchi. The Chip and Pin campaign started on the ITV1 network this week.
Catherine Becker, planning director at ZenithOptimedia: "We organised a series of media owner workshops to come back with creative opportunities -- ITV Sales delivered the most relevant and creative solution and we are delighted with the results."
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