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Marie Claire magazine runs NFC print advertisement

“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,” says the magazine publisher’s Declan Boyle. “It’s immediate, measurable, dynamic and a low-cost platform with flexible distribution.”

The UK’s first NFC print magazine advert is to run in subscriber issuers of December 2012′s Marie Claire magazine.

The advertisements have been placed by Nuffield Health. NFC phone owners will be able to tap a tag on the page to get a free two-day gym membership pass. Those without an NFC phone will be able to get the offer via SMS or by visiting Nuffield’s website.

Marie Claire is to run the UK's first NFC magazine ad

The campaign technology is being provided by marketing company Kyp, which worked with Marie Claire publisher IPC’s Innovator department on the project. Media agency MediaCom planned and bought the campaign.

“This is another great example of how magazines continue to provide innovative and effective advertising solutions,” says Declan Boyle, advertising director at IPC Innovator. “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.”

“Capturing attention is only half the battle for today’s advertisers,” adds Matthew Sandall, senior account manager at Kyp. “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.”

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