Advertiser: NIVEA
Agency: GIOVANNI+DRAFTFCB
Category: Best Use of Branded Content & Sponsorship
Executive Creative Director: Benjamin Yung Jr (Giovanni/Draftfcb)
Art Director: Camila Rodrigues (Giovanni/Draftfcb)
Media Director: Edson Melo (Giovanni/Draftfcb)
Media Coordinator: Bruna Simões (Giovanni/Draftfcb)
Media Supervisor: Camila Gazano (Giovanni/Draftfcb)
Account Director: Larissa Zucatelli (Giovanni/Draftfcb)
Copywriter: Luiza Valdetaro (Giovanni/Draftfcb)
Account VP: Mauro Silveira (Giovanni/Draftfcb)
Media Supervisor: Rachid Antun (Giovanni/Draftfcb)
Executive Creative Director: Ricardo John (Giovanni/Draftfcb)
Account Supervisor: Mariana Mozzaquatro (Giovanni/Draftfcb)
Producer: Vivi Guedes (Giovanni/Draftfcb)
Media Vice President: Alexandre Ugadin (Giovanni/Draftfcb)
Producer: Ana Flávia De Lucca (Giovanni/Draftfcb)
Executive Creative Director: Cassio Zanatta (Giovanni/Draftfcb)
Producer: Karina Bueno (Giovanni/Draftfcb)
Art Director: Luiz Kanadani (Giovanni/Draftfcb)
Media Coordinator: Priscila Favacho (Giovanni/Draftfcb)
Media General Director: Tiago Santos (Giovanni/Draftfcb)
Producer: Victor Alloza (Giovanni/Draftfcb)
Strategy
NIVEA is a Global company, which realized that needed to get closer to the Brazilian target improving the brand perception. With this objective, NIVEA had to bring Brazilian culture to the Brazilian public instead of European presence. The creative insight to solving this issue was to use a new ad movie star: Maria Rita. She’s a very famous singer and daughter of a Brazilian music icon: Elis Regina (Bossa nova singer, who deceased in 1982 but is still one of the most popular singers in our country). For these new creative TVCs, Maria would sing her mother songs, for the very first time. Maria Rita’s career has more than 10 years, but she never had sung her mother’s songs before, so this tribute would take Brazilian emotions to another level.
Execution
So, why only make a new TVC, with something so significant? The media team went further and booked 5 free shows (in the biggest cities in Brazil) of Maria Rita singing her mother’s songs live. It was an amazing experience for the target. Now, we weren’t only airing a new TVC, but we were airing ads calling the public to the show, therefore being even closer to Brazilians. The campaign was shown on Open TV, Pay TV, magazines, newspapers and radio. And was the main subject in a huge number of journalists and Medias networks. Also, all the content generated in the shows was used in special media formats: special content capsules and merchandising. E.g Showing Maria Rita at her dressing room, using a NIVEA make up remover, naturally.
Effectiveness
Shows provoked emotions of more than 310 thousand people, a public 122% above what was expected.NIVEA got more than 12 million dollars in earned media, through reports in magazines, open TV, and internet. The brand’s ROI was incredibly high: 276%.Beyond the quantitative results, NIVEA increased its attributes together with the target. After researches promoted by own NIVEA and GFK Institute, they realized that the brand got closer with its customers who sees NIVEA as a positive influence on their society, friendly brand and modern. The project eventually became the biggest Brazilian cultural event of 2012.