New Look uses cash machines for launch push

High street retailer New Look is opening its first City of London store in Moorgate today and is using the cash machine medium ATM:ad to raise awareness to the local city workers.

This two week campaign, which started on Monday 30 July, uses a 'coming soon...' message for the first week and 'now open...' for the remainder of the campaign.

The campaign is also highlighting the men's range within the store.

The 15,326 sq ft store will house all New Look's ranges with the exception of Kidswear and Generation 915.

It will be home to New Look's biggest menswear department with a tailoring concession set to rival any others on the high street.

This campaign is all about targeting the City workers and raising awareness that New Look is opening in the City and the fact that they stock menswear as well as the core women's ranges.

The campaign will run across 25 sites on the London Underground, including Nationwide branch machines next to Moorgate tube station.

Rebecca Wren, Local Marketing Co-ordinator at New Look, said: "This is our third campaign with ATM:ad which proves how much of an impact it makes on our target audiences.

"Because the campaign is running for two weeks, we can pre-promote the store opening, and then remind people that it has opened in the second half of the campaign.

"It is flexible and highly targeted which is ideal".

ATM:ad delivers a digital, one-to one communication with a range of targeted audiences in key out-of-home environments and recently launched a new feature enabling advertisers to target their audience by gender.

ATM:ad locations include supermarkets, petrol stations, high streets, shopping malls and universities.

Since its launch in mid-2004, it has carried campaigns from a wide range of sectors including travel, FMCG, internet, entertainment and government for a variety of advertisers.

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