Pilot Light

Inferno is a PR consultancy. This is not. This is Inferno’s blog.

Fighting High Street robbery: Ad-supported cashpoints

with 3 comments

Its only one step away from this you know…

Before anyone gets upset, I am not suggesting that the network of normal ‘free’ cash machines are branded up like mad cattle. But a little while back I was in Shoreditch in one of those strangely bank free parts of the city in a bar with a broken card reader. So I walk a while and ask around and of course the only thing there is nearby is a dodgy paid for cashpoint in the wall of an off licence.

So I end up paying £1.95 to extract MY cash.

I felt violated and ashamed, like a man forced to drink a pint of angry wasps and salt-covered pushpins for loose change in some kind of YouTube meme. Surely there must be a better way to fund this?

So I thought what about ad-supported cash machines? You stick in your card, have to see a 15 second spot or something, the receipt is branded everywhere etc. People are waiting for cash so you would have their attention.

My fellow denizens here seemed to think this was a good idea on the whole, though the fact that muggers and aggressive, drug-crazed beggars might have a Pavlovian reaction to it and form a second queue did come up. However, I think that avoiding the humiliation of a pikey £2 charge to access your own cash makes this a risk worth taking. Why has no-one thought of this before?

J

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Written by pilotlight

26/07/2007 at 4:37 pm

Posted in Advertising, Media

Tagged with ,

3 Responses

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  1. It’s a great idea, and I think it will happen.

    I’d like to hope the advertising won’t be ‘mindless’ and that permission based offers or personalised advertising will be served, but somehow I don’t the banks will think in such an integrated way.

    Chris Hoskin

    26/07/2007 at 4:47 pm

  2. I think you’re right there. I’m kind of amazed it hasn’t happened already – there are all kinds of personalised possibilities such a medium could create. Maybe a receipt could double as a voucher? Creatives would need to come up with bite-sized genius to make it compelling as standard tv-style stuff would not work.

    J

    pilotlight

    26/07/2007 at 4:54 pm

  3. In parts of the States, this already happens – certainly receipts from ATMs on my last trip to New York had ads and vouchers on the back.

    Sally

    27/07/2007 at 4:16 pm


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