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ATM:ad launches gender-specific ATM ad campaign
April 24, 2007
NEWPORT-ON-TAY, Scotland - Nivea is expected to be the first company to run a gender-targeted campaign with ATM:ad, part of the United Kingdom-based i-Design multimedia group. The campaign uses new user-profiling and gender-targeting features to enhance the existing capabilities of ATM:ad.
According to a news release, the campaign for "Nivea for Men" will employ each of ATM:ad's 4-modules - one aimed at men and one aimed at women. Once the customer inserts his or her card, ATM:ad identifies the gender and plays appropriate content during transaction and thank you modules as well as on the receipt.
The campaign will run at 600 locations in the U.K., including High streets, shopping malls and supermarkets. It is expected to deliver 3 million one-to-ones and 12 million impacts. The front of the receipts dispensed after transactions also will feature reminders of the Nivea campaign.
"We are delighted to be the first brand to make use of ATM:ad's new gender-profiling features," said Graham Taylor, Nivea's senior brand manager. "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."
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