Town Square launches new ATM network for Armaguard

25 May 2021

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The campaign launches across out-of-home and digital.

The national launch campaign for atmx by Armaguard is being revealed this week with an out-of-home (OOH) 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.

“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," Armaguard Group head of group marketing & communications Eva Donaldson says.

"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."

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.

OOH is supported by a 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.

OOH 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.

“We wanted to create a progressive brand that embodies the future-focused promise of the product from day one," Town Square executive creative director Brendan Day says.

"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.”


Armaguard Group
Head of Group Marketing & Communications: Eva Donaldson
Marketing & Communications Advisor: Katie Dower

Town Square
Creative Director: Brendan Day
Art Director: Meg McLennan
Chief Strategy Officer: Neville Doyle
Head of Media: Adrian LK Tan
Head of Account Service: Katya Urlwin
Account Executive: Georgia Symes
Producer: Bec Stielow

Sonic Branding: Resonance

Video Production: The Kitchen

Photography Agency: Sam I Am
Photographers: Paul Barbera, Bec Lorrimer, Benito Martin

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