Lastminute.com is much more than a cheap flight site. They also do shopping sprees, theatre, car rentals, restaurants, etc. They wanted to connect to people’s spontaneous buying through a direct and effective ambient media reaching the target at the right moment of spending.
When people go shopping, sooner or later they need to go to a cash machine.
Cash machines around London main shopping areas are modified so that every time someone takes money out of them, the first banknote is a fake 20 pound note sponsored by lastminute.com
‘Empty your to-do list, not your account’
This ambient media advertising idea connects with people at the right moment of spending.