A new advertising venture for the Nivea skincare brand is set to take advantage of cash machine advertising features that target consumers by gender.
The brand is the first to make use of the ATM:ad cash machine advertising's new user-profiling and gender-targeting features.
The campaign for Nivea for Men will display two executions, one aimed at men, the other at women.
Once customers have inserted their card, the machine will identify their gender and play the appropriate content during the 'in-transaction' and 'thank you' modules, as well as on the receipt.
The campaign kicks off on Monday (23 April) and runs until early next month at 600 locations nationwide, including high streets, shopping malls and supermarkets. It is expected to reach 12 million users.
The front of the cash machine receipts will also feature a reminder of the Nivea campaign, with 750,000 customers expected to take receipts.
"It offers us a great opportunity to reach different target audiences," said Graham Taylor, senior brand manager, "and ensures our strong overall campaign message can be supported with relevant and discrete supporting messages without the risk of confusion."
No comments yet