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Nivea Uses Gender-specific Ads on U.K. ATMs to Launch Men's Product

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Brand: Nivea
Brand Owner: Beiersdorf
Category: Toiletries/cosmetics
Region: U.K.
Date: April 2006 to March 2007
Media Agency: Carat Hyperspace
Media Owner: ATM:ad
Media Channels: Out of home

Nivea was about to extend its male-grooming range with the launch of aftershave soothing balm. As part of the launch campaign, it put its message on cash machines so consumers getting money out would have a suggestion on how to spend it.

The innovative part of the strategy: For the first time in the U.K., male cashpoint users would get a different message than female cashpoint users.

More than 600 cash machines on high streets, in shopping malls and at supermarkets determined customers' genders from their cards and displayed the appropriate five-second ad.

Men using the machines were shown images of the new product, while females were told: "For best results, cunningly place next to his shaving kit."

Consumers who asked for receipts were given further brand messages highlighting the benefits of the new Nivea for Men product.

More than 1 million U.K. consumers used the cashpoints running the ads.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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