Comic Relief use cash machine screens for fundraising advert

Howard Lake | 9 March 2005 | News

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Comic Relief is promoting Red Nose Day 2005 with an advertising campaign on Nationwide Building Society cash machines, or ATMs, in branches and ASDA stores.

Using the ATM:ad service from i-design, Comic Relief’s campaign has launched at 581 sites throughout the UK. The charity expects the advert to be viewed half a million times in the week running up to Red Nose Day.

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Using the ‘Big Hair and Beyond’ theme of this year’s campaign, the advert was adapted for use on the ATM by i-design’s in-house creative team. It features comedians and celebrities including Stephen Fry, Jonathan Ross, Matt Lucas and David Walliams.

Jack Vincent, Media Sales Manager at ATM:ad explained: “a fundraising campaign on ATM:ad is an ideal fit for a charity like Comic Relief because when people are at the ATM they are in a financial frame of mind and there’s a natural connection to the idea of donating money. In this case, the campaign also shows how powerful the format is in terms of increasing awareness of a specific event, such as Red Nose Night, and driving an audience to the channel.”

Then a minimum five-second ‘In-transaction’ sequence displays while the customer waits for their cash or other service, followed by a reinforcing ‘thank you’ message at the end of the transaction. Finally comes the ‘receipt’, a printed takeaway reminder of the time of the telethon on BBC1 and the web address.

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.