The national launch campaign for atmx by Armaguard is being revealed this week with an out of home and digital campaign across Australia. After winning the project in late 2020, Town Square was tasked with creating the new brand from the ground up, including the name, identity, website, industrial design and sonic branding, as well as the integrated launch campaign which has now launched across Australia.
Using high-profile billboards and pervasive street-level placements to establish a bold presence for the brand in the public realm, this campaign sees the new atmx brand launched to Australians for the first time.
Out of home is supported by a comprehensive range of digital activity, including a suite of short-form videos that capture the simple, uncomplicated and forward-looking characteristics of the brand itself. The campaign plays with a clean, monochrome identity to frame vivid imagery that celebrates the freedom that comes from ‘cash when you need it’.
As it rolls out, the atmx network will be accessible on a street corner near you. Out of home was chosen as the lead medium in order to reflect the broad scale accessibility of the brand. Digital activity is concentrated around trusted news mastheads.
At launch atmx provides conventional ATM services on behalf of a growing selection of banks and card issuers, before introducing a range of next-generation cash and security logistics services in the years ahead.
Says Town Square executive creative director Brendan Day : “We wanted to create a progressive brand that embodies the future-focused promise of the product from day one. The campaign is all about celebrating glimpses of everyday life that atmx facilitates. We are really excited about the journey we are taking the brand on.”
Says Eva Donaldson, head of group marketing & communications at Armaguard Group: “The launch campaign tells the story of a brand that exists to make life easier today and a brand that will innovate to meet society’s evolving needs for security logistics in the future. Everyone at Armaguard Group is proud of this new brand and how Town Square has delivered an exciting campaign that brings atmx to life for all of Australia”.