Nivea for Men
Nivea have become the first company to run a gender targeted campaign with ATM:ad, utilising the new user profiling and gender targeting features that are set to enhance the existing capabilities of ATM:ad.
The campaign, for Nivea for Men, will utilise each of ATM:ad’s 4-modules, displaying two executions, one aimed at men, the other at women. Once the customer has inserted their card, ATM:ad will identify their gender and play the appropriate content during the in-transaction and thank you modules as well as on the receipt.
This is the first time that an advertising medium with such a wide reach as ATM:ad has enabled a third-party advertiser to target gender so specifically.
The campaign will run at 600 locations nationwide, including high streets, shopping malls and supermarkets, and is expected to deliver 3 million one-to-one’s and 12 million impacts during this period. The front of the cash machine receipts will also feature a reminder of the Nivea campaign, with 750,000 customers expected to take receipts.
Graham Taylor, Senior Brand Manager at Nivea for Men, said: “We are delighted to be the first brand to make use of ATM:ad’s new gender profiling features. It offers us a great opportunity to reach different target audiences, ensuring our strong overall campaign message can be supported with relevant and discrete supporting messages without the risk of confusion.”
Romy Hutchins, Communications Planning Manager at Carat, said: “ATM:ad provides us with a really good way of talking to men and women with a different message and reaching people in key environments on the high street and in shopping malls. This is a new way of buying outdoor and a great medium for us to talk to people directly in an uncluttered environment.”
Dominic Milan, Digital Insight and Development Manager at Posterscope said: “The development of this new technology gives our clients the opportunity to refine the way communications are delivered in order to optimise their messaging to the target audience.”