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FMBX News
Posted: Nov 23, 2010
Nivea Soft put in touch with consumers by Space
NIVEA, one of the world’s leading skin care brands, is launching an integrated campaign to drive awareness, trial and sales of its NIVEA Soft moisturising cream. Leading integrated marketing agency, Space has developed the creative and devised the campaign based on the theme of ‘Friendship’. The campaign will run for three weeks and will encompass promotional, sampling and online activity.
Space has developed the campaign to communicate the product benefits to its key audience - 20-40 year-old women. NIVEA Soft is a refreshingly soft all purpose cream that is highly effective for everyday use on the face, body and hands. It is specially formulated with Jojoba Oil that nourishes the skin, Vitamin E that helps protect the skin's natural structure and is quickly absorbed to leave skin feeling sensationally soft, supple and invigorated.
The NIVEA Soft brand experience activity will be rolled out across city centres and train stations around the country, where 2.3 million samples, via a specially designed postcard, will be handed out to the target audience by brand ambassadors, who will be dressed top-to-toe in pure white ‘soft’ uniforms. This includes white faux fur coat, white dresses and white boots, designed to make a huge impact with consumers and create stand out on the high street.
The postcards, carrying the statement ‘78% of those who tried NIVEA Soft would recommend it to a friend’, contains two samples with the message ‘One for you and one for a friend’. Also, NIVEA is giving consumers a 50p off coupon with every sample to encourage them to purchase NIVEA Soft at their nearest retailer. The brand ambassadors will be in city centre locations, which include London and other cities across South East, South West, Midlands, Scotland, Yorkshire and Wales.
In addition, to support the campaign, NIVEA’s in-house digital team has designed a webpage where consumers can visit and register to become a friend of NIVEA Soft.
Frankie Speakman, senior account manager at Space, says: “We are delighted to be working with NIVEA, and playing a role in helping to increase the visibility of NIVEA Soft among its target audience. With a strong focus on trial and purchase, this campaign will not only help to contribute to sales growth but also position NIVEA Soft as a leading product that leaves consumers’ skin feeing soft and supple.”
