Advertiser: NIVEA-KAO CO.
Agency: DENTSU, TOW
Category: Websites, Microsites & Banners
Package Designer: Hiroshi Hatta (Dai Nippon Printing)
Director: Junichi Isogai (Framelunch)
Sound Designer: Junichi Sato (Framelunch )
Programmer: Junichi Sato (Trysquare)
Flash Programmer: Yuichi Ikeda (Framelunch)
Chief Planner: Shingo Hiraoka (Dentsu)
Account Manager: Shunsuke Furihata (Dentsu)
Designer: Tomohiro Hosokawa (Framelunch )
Planner: Yoriko Iida (Dentsu)
Account Manager: Yumiko Ishi (Dentsu)
Designer: Chisato Sasaki (Framelunch)
Director: Takashi Kibe (TOW)
Account Manager: Takashi Miyagi (Dentsu)
Client Brief Or Objective
In the past, Nivea Cream was successful in Japan by using the image of 'Mother puts her cream on to her kid'. But along with the change in people’s lifestyle, time for parent and child to spend together has been reduced. Also the image of Nivea Cream has been worn out. Nivea Cream needed to propose a new way of spending memorable time together with parent and child and penetrate people’s minds with its brand concept again.
Implementation
We had turned a simple can into an exciting playing kit for parents and children to enjoy together. First at the store front, we sold NIVEA cans with gift of twinkling little decorating stickers. They can post the pictures of the decorated cans to a website and the computer system automatically recognises each sticker. Each individual sticker makes a gentle sound. This means, on the website, each NIVEA can becomes a unique music box.
Execution
1)First, NIVEA Twinkle music box directly uses the product itself, so it can be said it is strongly relevant to the product.2)The gentle melody of NIVEA Twinkle music box embodies the brand image of NIVEA CREAM.
Outcome
More than 30,000 deco stickers were used by families across Japan.The Decoration Nivea cans got remarkably increased sales of 120% over last year in a month after launch and finally sold out. Many positive comments towards Nivea Cream were shown such as “I enjoy every time picking up my decorated can!” and “I will continue to use it with my kid for years to come!”. We achieved generating strong engagement between the product and consumers.