LONDON — Nestlé Rowntree will use an interactive promotion called KitKash -- including a national advertising campaign on ATMs -- for its KitKat bars.
According to a news release, ads will appear on ATMs at a range of busy locations, including Asda stores throughout the UK, and feature integrated creative content developed from a series of television ads.
The ATM portion of the campaign was organized directly by the ATM:ad agency, with creative support from J Walter Thompson.
The KitKash campaign will utilize four separate ATM:ad modules: a 10-second animated "attract" sequence which runs prior to the customer inserting their card; a minimum five-second animated ‘in-transaction’ sequence while the customer waits for cash or other service; a "thank you" message at the end of the transaction; and a printed receipt.
The KitKash scheme works by providing consumers with unique codes inside promotional KitKat packs, which they enter online in return for KitKash points. The consumer can then use their KitKash to bid for or buy goods online. Much of the merchandise is supplied by sponsors including Peugeot, Eurostar, Warner Bros. Pictures, Sky, qed-uk.com and Expedia.com.
“This is a great opportunity for Nestle Rowntree to explore ATM advertising as part of the media mix," said Kathryn Slater, media controller for Nestle Rowntree. "Talking to a highly captive audience with both brand and call-to-action messaging, directly at point-of-purchase, is a very exciting proposition.”
