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Thursday 12th April 2007
Nivea is set to use credit card information to target their market sector, according to Media Week.
The moisturiser company has bought advertising space on one of ATM:ad's four advertising spots that flash up on screen during a cash point transaction; but Nivea's promotion will only show if the credit card owner happens to be male.
The scheme is part of an advertising campaign for Nivea's 'For Men' range and is believed to be unprecedented in its use of a wide-ranging medium being able to target its market so specifically via a third party.
Jack Vincent, media sales director at ATM:ad, said: "There is a constant debate about how outdoor media can be made more effective and we believe that this technology addresses the debate head-on."
The promotion will start on April 23rd and will last for two weeks at 600 cashpoints across the UK.
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