Nivea campaign includes targeting at Boots and Superdrug stores

by Alison Donnelly, Marketing 02-May-08, 10:00

LONDON - Skin and beauty care company Beiersdorf is set to launch a national advertising campaign to promote its Nivea Visage Oxygen Power range.

The integrated campaign includes press, television and outdoor media with a particular focus on targeting women on using advertising on ATMs close to Boots and Superdrug stores. The ATMs will help to promote the day care and cleanser products while shoppers wait for money transactions in key locations near where the products are sold. It will also include a reminder on the take-away receipt to further help drive traffic to stores. The ads will run nationally for two weeks from 5 May.

'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.

The digital media opportunity is provided by ATM:ad while the campaign was bought by Posterscope, the Out of Home Specialist.

Comments

Dan Waller - 02/05/2008

The ATM sounds like a great way to bring a TV campaign to life in the high street, especially as the receipt acts as a call to action for people who are out shopping and making purchasing decisions. Great food for thought for the future.