News

Skin care company to use ATM advertising to promote product line

May 1, 2008

LONDON — Beiersdorf UK Ltd, a skin and beauty care company in the U.K., will be using ATM advertising as part of a national advertising campaign for NIVEA VISAGE Oxygen Power. The advertising services will be provided by ATM:ad and will promote the NIVEA VISAGE Oxygen Power day care and cleanser products, during transaction â€˜waiting-time.' The ads will run for two weeks beginning Monday, May 5, 2008. The advert will run nationally on ATMs close to Boots and Superdrug stores, and targets female shoppers at key locations. It will also include a reminder on the take away receipt, to further help drive traffic to stores. The ATM advertising is a key part of an integrated campaign, involving press, television and other outdoor media. "Advertising on ATMs allows us to engage with our target customers on a one-on-one basis. Reaching them when they are out shopping on the high street, close to point of purchase, is key to sales success," said Nicole Goodwin, senior brand manager, Beiersdorf UK Ltd. "We previously used ATM advertising for a NIVEA FOR MEN campaign, which worked well, and we are looking forward to the same impact with NIVEA VISAGE Oxygen Power," Goodwin added. One key reason the ATM:ad solution was chosen to be used again by NIVEA is because it provides 100 percent guaranteed impact with the audience in a relevant environment. "ATM:ad allows us to reach the female audience in a targeted and accountable way," commented Romy Hutchins, communications planning account director at Carat, the media agency handling the campaign for Beiersdorf. "The nature of the medium allows us to target key locations and talk to women directly and overcome wastage issues you find with some other mediums, as well as run some highly engaging digital creative." The campaign was bought by Posterscope, the Out of Home Specialist.