Stack (UNITED KINGDOM)
|Nivea Men, Nivea Men Originals: "Man of the Match"||42-00512-INT|
Agency (& City): Stack
Creative Director(s): Iain Hunter
Copywriter(s): George Leaney
Art Director(s): Dan Plotkin
Production Company (& City): State31, Amsterdam
Digital Artwork: Maxine Gregson
Programmer(s): Matt Klippel
Targeting 18-45 year old men, NIVEA MEN wanted to re-launch their Originals range in the notoriously tough male skincare market and reinforce their strong football associations as the official supplier of the England team and Dutch Eredevisie League.
Research proved that retail sampling is effective in creating behavioural change amongst men and their attitudes towards skincare, but struggles with reach. So both sampling AND brand engagement were critical to success.
So we decided to activate a sampling event in a shopping centre around showing men that when you feel great, you perform to the best of your ability – just like the Man Of The Match during a game of football.
Unsuspecting customers were offered (and then secretly recorded receiving) facial treatments in a NIVEA MEN branded marquee in a shopping centre in Amsterdam. However, once the treatment began it triggered a transformation outside the marquee that turned an entire three-tiered shopping centre into a football stadium, complete with pitch, floodlights, film crew and adoring crowd chanting our man’s name. On exiting the marquee our shocked and moisturised men were awarded the Man of the Match honour complete with Champagne and their own post-match interview.
We turned this into a short film which went viral and was watched by almost 2m viewers across Holland and the UK, helping NIVEA MEN reach its target of No1 in the male skincare category.
New skincare range for men