Cannes Lions

EXTREME COMFORT SHAVING SYSTEM

DRAFTFCB, London / BEIERSDORF / 2009

Overview

Entries

Credits

Overview

Execution

This new campaign is very unusual in that the offline broadcast media puts the idea out there, so our target can find it. Online media targets them 'where they play'.

There are three videos that have been produced to arouse interest in the Cueballnetwork.com and FoamBeardLady.com. The sites that these films link to continue the game show and fetish, but both link to the Stepping Stones Retreat (steppingstonesretreat.com) for compulsive shavers. Dr Bareman of the Stepping Stones Retreat Centre takes users through some psychometric tests ending with a free sample of Extreme Comfort Shaving, provided by Nivea.Nivea’s bold new campaign is cutting edge and subverts the traditional shaving advertisements with pretty girls and hunky men. The campaign delves into the psychological implications of compulsive shaving fetishes.

Outcome

To date the web ring has had over 358,584 hits and climbing (after only six weeks) using only natural contagion and continues to appeal. More importantly this is informing the development of all future advertising for the brand in all forms of advertising communication.NIVEA FOR MEN is now the No.2 Shaving Brand in the UK and the fastest performing brand in the shaving category.NIVEA FOR MEN is now the UK's No.1 Male Facial Skincare Brand with 44% value share* of the male facial category.

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