Marie Claire to debut NFC technology for magazine ad

Marie Claire is to debut a near field communications (NFC)-enabled ad in its pages, after striking a deal with healthcare business Nuffield Health.

Marie Claire: publishes NFC-enabled ad in its December issue
Marie Claire: publishes NFC-enabled ad in its December issue

IPC, the publisher of Marie Claire, is claiming it is the first UK magazine to use the NFC technology.

The NFC-enabled ad will give readers access to additional content, when they point their smartphones at the ad.

Readers who want to use the technology place their NFC-enabled smartphone on the ad which launches a webpage offering a free two-day Nuffield Health pass. The ad is running in a number of subscription copies of the December issue. The issue goes on sale tomorrow (8 November).

The NFC technology used in the campaign was supplied by specialist marketing company Kyp, which worked with IPC's innovation unit on the deal. MediaCom planned and bought the campaign.

A number of new smartphones – including Sony Xperia and Samsung Galaxy – have built-in NFC readers.

Brands which have hitherto tried NFC technology include Unilever's Magnum, Toni&Guy, Lynx and  Vaseline. Barclaycard and Orange have also been major proponents of the service in Britain.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).