2013 Results

CAT 42 - Health, Beauty & Fashion Interactive (INT)

BRONZE

Stack (UNITED KINGDOM)

Nivea Men, Nivea Men Originals: "Man of the Match"42-00512-INT
 

URL: http://www.youtube.com/watch?v=cg3C-LkK7q0

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

Short explanation

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.

Description

New skincare range for men