Nuffield Health is to run a print ad embedded with a near-field communications (NFC) tag in Marie Claire, giving readers access to additional content via their smartphones.
By using a NFC-enabled smartphone readers simply need to place their phone above the ad to launch a webpage offering a free two-day Nuffield Health pass. Specialist marketing company, Kyp, provided the NFC technology powering the campaign, with planning and buying handled by MediaCom.
Declan Boyle, advertising director at IPC Innovator, commented: “This is another great example of how magazines continue to provide innovative and effective advertising solutions. As the number of NFC-equipped handsets grows, this technology becomes attractive for advertisers looking for a way to bridge the offline print world with the online digital world and boost consumer engagement. It’s immediate, measurable, dynamic and a low-cost platform with flexible distribution.”
Associate director at MediaCom, Dominick Holmes, added: “We are excited to be testing this developing technology within a traditional mainstream direct response channel, especially with such a tangibly business driving application…. We hope this presents many opportunities for future planning.”
Matthew Sandall, senior account manager at Kyp, said: “Capturing attention is only half the battle for today’s advertisers. The strongest creative can fail if it isn’t easy for time-poor consumers to act on the message before the moment is lost. Our clients are embracing NFC as an instant, intuitive way to promote on-the-spot response.”
The NFC Nuffield Health ad appears in a limited number of subscriber copies of the December issue of Marie Claire. Those without an NFC-equipped smartphone are able to text for the offer or visit the Nuffield Health website.