United International Pictures (UIP) are using ATM:ad to promote 'Wallace and Gromit, The Curse of the Were-Rabbit', the first full length movie starring the popular clay animated characters from Aardman Animations.
This is the third time that ZenithOptimedia/Meridian Outdoor has selected ATM:ad, the specialist medium that enables targeted ads to be run across ATM networks. The 'Wallace and Gromit' campaign will run across cash machines at 150 ASDA stores for two weeks from the 5th to 18th October, and coincides with the launch of the movie on the 14th.
The ads will feature snippets of animated video from the movie and a printed takeaway reminder of the release date/web address on the receipt. It is projected to deliver 750,000 advertising one-to- ones and 3 million impacts during the two week run.
ATM:ad has become a popular medium for promoting family-oriented feature films. Prior to the 'Wallace and Gromit' campaign, UIP ran ads for 'Lemony Snicket' and 'Madagascar' to a highly targeted audience using ASDA cash machines.
Quaestor International recently carried out research amongst shoppers who used the ATM at ASDA, and found that almost 50% had children at home. Of those questioned 62% spontaneously recalled the ATM:ad campaign. This number increased to an impressive 91% when prompted. The research also established that 92% of respondents were satisfied using the ATM running the advert.
The 'Wallace and Gromit' campaign was planned for UIP by ZenithOptimedia/Meridian Outdoor with creative designed by Tea Creative. Alastair Patrick, Account Manager at Meridian Outdoor, said: "We know from the research carried out by ATM:ad and from our own previous campaigns that we can achieve great results by advertising on ATM:ad at ASDA. Cash machine users at the superstore show very high levels of spontaneous recall and the receipts with reminders also reinforce the message."
ATM:ad offers 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.