ATM:ad campaign launches first full-length Wallace & Gromit film

by Julia Pearlman, Brand Republic 23-Sep-05, 08:00

LONDON - United International Pictures is launching a promotional ATM:ad campaign to push the first 'Wallace and Gromit' full-length feature film using targeted ads to run across cash machines at Asda stores.

The campaign, developed by ZenithOptimedia and Meridian Outdoor, will appear for two weeks from October 5-18 at 150 outlets to coincide with the launch of 'Wallace and Gromit: The Curse of the Were-Rabbit' on October 14.

The promotion will feature snippets of the film, starring the popular animated characters from Aardman Animations and featuring the voices of Peter Sallis, Helena Bonham Carter, Ralph Fiennes, John Thomson and Peter Kay.

A printed takeaway reminder of the release date of the film and web address will be featured on the cashpoint receipt.

The campaign, designed by Tea Creative, will deliver 750,000 advertising one-to-ones and 3m impacts during the two-week run. Quaestor International carried out research among shoppers who used ATMs at Asda and found that almost 50% had children at home.

Some 62% recalled the ATM:ad campaign, which rose to 91% when prompted.

UIP has used the ATM:ad campaign in the past for the launch of 'Lemony Snicket' and 'Madagascar'.

The last time Wallace and Gromit made a television appearance was in 1995 in 'A Close Shave'. The new feature film took 18 months to make after two years of preparation.

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 is offering businesses a range of 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 companies.

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