The 19-inch digital screens are able to play full TV ads with sound and are situated in vending machines in the female and male washrooms of bars and clubs such as The Living Room chain, and bar and nightclub venue Cargo in Shoreditch, London.
The activity for the Graftons International-owned lip brand Carmex was booked directly. The Warner Brothers ads were booked through Omnicom media agency PHD and out-of-home agency Kinetic, while the Time for Change campaign was booked by independent agency the7stars and Kinetic.
The addition and expansion of the vending machines to the Hi-Tech portfolio follows Hi-Tech's purchase of a majority stake in the start-up, Trendy Vend. The format will expand from its Liverpool base to a national network of 2,500 screens by April 2013.
The vending machines sell cosmetics and fashion-related products such as lip balm and dry shampoo in the women’s toilets, while the vending machines in men’s toilets will sell items such as hair wax, deodorant, aftershave and mints.
Ads can be sold in 20-second and 30-second slots, and will be shown on a two-minute loops in the gents' toilets and three-minute loops in the ladies' toilets, due to the longer average dwell time in the female toilets.
A spokesman for Hi-Tech said it would look to encourage relevant brands which were advertising on the screens to sell products through the machine, and would encourage marketers of products being sold through the service to use the screens.
Hi-Tech Media will also offer prizes such as spa weekends and iPads to encourage people to connect with the Trendy Vend brand on Facebook and Twitter.