The Challenge 

NIVEA were launching their NIVEA Men range in Ireland. The product was best in class with the major issue being awareness and trial among the key audience. We needed to build a campaign that would make the key 16 - 49 year old male audience aware of the new brand and to then trial the product to ultimately drive sales. 

The Remarkable Experience

We researched the key audience and identified the sponsorship with FAI as being the best route to engage and interact with the audience. We built a program that was based on awareness and trial with a focus on live experiences and digital engagement. 

We built a bespoke NIVEA speed cage with innovative speed testing software where we could track the speed of a shot. We took the cage to the FAI training pitches and tested the professionals. We then took the show on the road at Irish football games and events where fans could challenge themselves against their heroes. 

Attraction

We built an engaging digital strategy and developed ongoing content based on the live experience and professional players interaction to promote the experience. 

Live

The live experience was activated at the Aviva Stadium in Dublin prior to matches. Fans were encouraged to test their score and were rewarded with a sample of the new product. We ran all half time entertainment on the pitch with prizes, giveaways and half-time entertainment. 

Amplification 

We delivered rich video content from each activation which was used to amplify the experience through NIVEA’s social channels. 

The Impact 

• Moved Nivea from #2 to #1 position in the market 

• Best Use of Experiential at APMC Awards