The DVD price promotion is focused on four movies: 'Garfield - The Movie', 'I, Robot', 'Master and Commander' and 'Ice Age'. Each ad can be viewed at 146 Asda store cashpoints for two weeks at a time and eight weeks in total.
The 10-second ads will feature clips of live video from the movie with a reminder of the price promotion printed on the receipt.
The campaign uses ATM:ad's "attract" sequence, which loops before customers insert their card, and a five-second animated "in-transaction" sequence while the customer is waiting for their cash.
The promotion is expected to generate 3m one-to-one opportunities using four ads in one rolling campaign, the first time an advertiser has developed such a strategy through ATM:ad.
Tom Brunner, account manager at Stacom MediaVest which planned the campaign, said: "The fact that the majority of ATM users access the machine immediately before going in to the store, along with the consumer insights that our target audience are on the look-out for special offers and tend to pay by cash rather than with credit cards, meant that we had a perfect fit in terms of targeting and environment."
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