Marie Claire to run first UK NFC-enhanced magazine ad

Marie Claire has partnered with Nuffield Health to run a print ad embedded with a near-field communications (NFC) tag, giving readers access to additional content on their smartphones. It is the first time that a UK magazine has used the technology.
Without needing to download software, readers place their NFC-enabled smartphone on the ad to launch a webpage offering a free two-day Nuffield Health pass.
The NFC technology powering the campaign was supplied by specialist marketing company Kyp, who worked with IPC’s Innovator department on the project. MediaCom planned and bought the campaign.
Declan Boyle, advertising director at IPC Innovator, says: “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.”
The NFC Nuffield Health ad appears in the December issue of Marie Claire in a limited number of subscriber copies.

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