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FMBX News
Posted: Jul 12, 2011
Space helps Nivea for Men cut through to stubbly guys
NIVEA FOR MEN, one of the world’s leading male skin care brands, is launching a campaign called ‘NIVEA Most Wanted’ through leading integrated marketing agency, Space. ‘Most Wanted’ has been created to support ATL activity and drive trial nationwide for the NIVEA FOR MEN Sensitive hydrogel, a moisturiser designed for well-groomed bearded and stubble-wearing males.
Based on the insight that men with facial hair avoid applying moisturiser, NIVEA FOR MEN Hydrogel deeply moisturises and is fast absorbing, even on stubble. The ‘Most Wanted’ brand experience starts in July. A southern and northern team will be on the look out for ‘NIVEA’s Most Wanted’ men with stubble and are offering the chance to win a trip to Vegas with three mates. A team of female sheriffs will distribute over 200,000 Hydrogel samples while taking photos of participants in stations and city centres nationwide.
The photos will be uploaded to Facebook where the experience is extended. Those men who have had their photo taken will be reviewed by NIVEA’s panel of judges, and regional heats will take place before the ultimate winner is announced. To reach an even wider audience and create more of a buzz around ‘Most Wanted’, consumers who aren’t able to get to the sampling are encouraged to enter their own photo; of which NIVEA will choose one winner to be entered into the heats.
David Atkinson, managing partner at Space, says: “NIVEA FOR MEN continues to break boundaries with products catering for every occasion and every man. ‘NIVEA Most Wanted’ will engage our target audience with a creative message, which should connect directly with men with stubble and provide a solution, which otherwise may not have been there. This should result with immediate sales impact and exponential results.”
Lindsay Key, brand manager UK, says: “Space has delivered a very creative and engaging experience in a short space of time. The campaign leverages our outdoor and press campaign activity perfectly creating face to face brand experiences and excitement around the product.”
