Five, the UK's fifth terrestrial TV channel, is to promote its popular early morning kids programming slot, Milkshake, across Nationwide Building Society ATM's at ASDA stores.
The campaign will use the advertising medium, ATM:ad to get its message over to parents.
Milkshake, sponsored by Disney DVD, features popular programmes such as Make Way for Noddy, Peppa Pig and Fifi and the Flowertots, as well as competitions, activities and on-air birthday wishes, and is aimed at pre-school children. Five was attracted to using the ATM:ad ASDA network due to it reaching their target audience.
The campaign, which will feature some of the colourful characters from Milkshake, went live on June 25th and runs until July 2nd. The promotion is expected to generate 1.4 million advertising impacts, 350,000 guaranteed one-to-ones during the course of its run.
Creative for the campaign has been produced by Five and adapted by ATM:ad's in-house creative team.
Ana Stewart, Managing Director at ATM:ad, said: "Our ATM:ad network at ASDA has been popular since we launched last year, but recent research really underlines how closely we can target the valuable family market. For Five, it is an ideal medium for getting to parents with young children, who may not realise what the channel has to offer in the early morning slot from 6am to 9.25am."
The Milkshake campaign will utilise four separate ATM:ad modules: a 10 second 'Attract' trailer, featuring stills from the programmes on Milkshake, continuously loops prior to a customer inserting their card; a minimum five-second 'In-transaction' sequence whilst the customer waits for their cash or other service; a reinforcing 'thank you' message at the end of the transaction; and finally the 'Receipt' - a graphical printed takeaway reminder of the programme, when it's on and the web address (www.five.tv)
Simon Downing, Head of Marketing at Five, said: "We are always keen to try new forms of media and felt this campaign would work well with our target audience. We are delighted to be working with ATM:ad."
Since its launch in mid-2004 ATM:ad has carried campaigns from a wide range of sectors including travel, FMCG, internet and entertainment for a range of advertisers including United International Pictures, Nestle, British Airways, Comic Relief, Fox Home Entertainment, British Eurosport and MyHousePrice.com.