The campaign aims to target football fans in the days surrounding England matches.
The campaign will run in four-day bursts of activity across atmAD’s network of 6,000 digital ad sites on ATM screens in the UK.
The ads sites have been selected for their proximity to locations relevant to football fans, such as high streets and pubs.
The digital outdoor campaign follows on from Nivea For Men’s “Preparation is Everything” campaign, created by Draftfcb London and launched earlier this month.
It focuses on the preparation for a football game and positions the brand as part of the England team’s essential grooming kit, by showing Nivea For Men products in the changing room.
Andy Rawle, Nivea For Men marketing manager, says: “As one of the official suppliers of the England football team, the 2010 FIFA World Cup is an important event for us and allows us to talk to our target audience in a very specific and relevant way.”