NIVEA Stress Protect supposedly provides proven protection under stress, so whatever happens, you can stay cool and confident. In this version of the campaign a couple is on a first date and you get to interact with the scene via a clickable youtube video. I do like this type of interactivity via vids.
In the Netherlands Nivea has recently launched an online competition featuring an advergame where the action takes place in the metro. Since the campaign it’s targeted at Dutch metrosexuals looks like the brand has decided to play on words… and the result it’s a straightforward, very simple, but apparently quite successful concept.
The new videogame “Splinter Cell: Double Agent” features a series of in-game product placement by Nivea. The brand aims at reaching the male 18- to 34-year-old market by featuring its product in the main character’s hotel bathroom as well as through in-game billboards with slogans like “There are many faces of evil. Don’t let yours be one of them” or “The ‘Good Guy’ almost never has a beard” etc… An extremely basic mini-site and a series of online sweepstakes are also part of the promotional effort. While the investment in in-game product placement could be considered interesting, the implementation of the campaign on the web looks rather weak. I believe much more could have been done to promote both the videogame and the link with the Nivea brand. Also the prize “meet the game developers” is not really appealing, not even to hard-core gamers which probably aren’t even in the Nivea’s target audience.
With the support of MindMatics and Cognito, Nivea has launched a mobile marketing campaign offering customers the chance to win £1,000 cash to spend on a spree with celebrity stylist Hannah Sandling. Entrants are asked to text in their worst ever fashion mistake to a designated shortcode along with the word “Pure” – for example “Pure – Shell Suit” or “Pure -Puff Ball Skirt”. Their number is then entered into a prize-draw to win the £1,000. Designed to support the launch of Nivea’s new Pure deodorant range, the mobile campaign is the first step in establishing a dialogue with consumers. The competition is being promoted through leaflet hand outs at events and a UK media advertising campaign.
In Brazil, Nivea has launched the “Manifesto do Beijo” (The Kiss Manifesto) to promote its Lip Care product. An advertainment style micro-site created by A1.Brasil allows visitors to send virtual kisses to friends and lovers. The more kisses you send, the higher the chance to win an iPod Mini. The site also features “kiss related” content such as the history of kisses, a list of possible ways to kiss, wallpapers and a series of emoticons. [News via Propaganda & Marketing]
Skive Creative is behind the new online marketing initiative by Nivea. The cosmetics brand is advertising its moisturising cream for young women through a microsite that allows girls to create a personalised “invitation” for a night out with friends. As usual, the viral touch is included.
To support its new Aqua Cool Spray for Men, Nivea has launched a text to win competition targeting movies fans. The game has been created by
Nivea has started a partnership with MSN Italia to feature a sponsored section of the portal in the Health & Wellness channel. The sponsorship will last six months and the site content will be updated every two weeks. A series of online ads will be shown on the portal to drive traffic to the special section.
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