Nivea: HIGH SCHOOL CHAMPIONS

Credits & Description:

Category: Best Consumer Engagement

Advertiser: BEIERSDORF

Product/Service: NIVEA DEO: ANGEL STAR & MENERGY

Date of First Appearance: Jun 1 2010

Entrant Company: MEC , Bratislava, SLOVAK REPUBLIC

Senior Account Manager: Michal Vazny (MEC)

Junior Account Manager: Viktoria Minarova (MEC)

Senior Product Manager: Jitka Srkalova (BEIERSDORF)

Media placement: TV campaign - Markiza, JOJ, Doma, Musiq 1 - 1 june 2010

Media placement: Out of home - Basketball Backboard stickers - 1 june 2010

Media placement: Out of home - Stickers on school desks - 1 june 2010

Media placement: Out of home - B1 posters in schools - 1 june 2010

Media placement: Out of Home - Sampling at schools - 1 june 2010

Media placement: Internet - various - 1 june 2010

Media placement: Out of home - Ads on hangers on buses - 14 june 2010



Insights, Strategy & the Idea

When people want to reach a common goal, they naturally work together to achieve it. This team spirit is all the more evident in teenagers. Teenagers are naturally competitive; they want to excel in their social circles. Our aim was to initiate group participation, so we conceived our unique campaign with this in mind - the launch of two new product ranges for teens: NIVEA DEO ANGEL STAR and MENERGY. The main idea behind the campaign was to attract the biggest number of fans from each high school to the NIVEA homepage. The most popular school was awarded with a big event which took place at the school. And so, the race for fans began.



Creative Execution

We put ourselves in a teenager’s shoes, imagining how a dialogue could be started by delivering our message in every part of their day. One ordinary school day the mission was launched: Advertisements on buses, stickers that students could find on their desks, posters in school corridors, branding on basketball backboards, and a trendy and attractive marketing team who generated interest by giving out free samples at the school gates. Home from school, the battle continued: Music TV, chat rooms, social networks, teen web pages, all of them had only mission: to seduce our target audience. The NIVEA homepage and Facebook fan page became new playgrounds displaying information on how to reach “the hall of fame”. We sat back and watched as the students took the challenge into their own hands and became ambassadors for our communication. NIVEA and fan were the two new words on everyone’s lips.



Results and Effectiveness

Accurate timing of the launch of media channels - requiring various degrees of participation - was key to our success in terms of engagement and positive feedback. 173 schools participated in the campaign with more than 28,000 fans from different high schools. Their efforts to win the race formed the most important and the biggest amount of content within the campaign. The final spectacular event included a live concert, dance academy and a graffiti contest, which left footprints in the minds of 550 students at Juraja Hronca school in Bratislava and paved the way for a successful new product.