Herbie the Love Bug rolls across ATM screens

Source: I-design

The latest exploits of Herbie, the most famous VW Beetle in history, will be advertised on 388 ATM:ad sites, as Walt Disney Pictures prepares to release "Herbie Fully Loaded" on cinema screens in August.

The ads for the new film will appear between July 25 and August 7 on a family oriented ATM:ad pack which combines ASDA supermarkets with selected shopping malls with cinemas, including The Bullring Birmingham, Ocean Terminal Edinburgh and The Oracle Reading.

Due to the central character of the film being a VW Beetle the campaign will also run on ATM:ad's "On the Move" pack which includes 200 petrol stations and Moto service stations.

Distributed in the UK by Buena Vista International, Herbie Fully Loaded is the all-new revved up comedy about the little car with a mind of its own. ATM:ad is becoming a popular choice for promoting family-friendly movies, particularly at sites within retail locations. Recent family focussed campaigns have included UIP's "Madagascar" and "Lemony Snicket" as well as DVD releases for Fox Home Entertainment's "Garfield" and "Two Brothers".

The film opens in the UK on August 5 and the ATM:ad campaign will feature a live action "trailer" from the movie and a printed takeaway reminder of the release date/web address on the receipt. It is projected to deliver 6.4 million impacts and 1.6 million advertising one-to-ones during the two week run.

The campaign was planned by Carat International with creative designed by Feref.

ATM:ad recently announced the launch of a range of new packages including "Supermarket", "High street", "On the Move" and "Universities". Since its launch in mid-2004, it has carried campaigns from a wide range of sectors including travel, FMCG, internet and entertainment for a variety of advertisers including Nestle, British Airways, Fox Home Entertainment, Comic Relief and British Eurosport.

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