Cannes Lions

NIVEA DOLL

FCB BRASIL , Sao Paulo / BDF / 2015

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

NIVEA is a brand specialized in skincare and is present in a large number of Brazilian households.

Our challenge was to communicate the benefits of skin protection through actions that had potential to create emotional bond with them.

Therefore we developed the NIVEA Doll, a toy that is sensitive to UV rays.

The goal of this action was to change children’s perception of sun block, making parents’ lives easier and thereby strengthening the entire family’s relationship with the brand.

The NIVEA Doll turned the act of applying sunscreen into the most fun children had at the beach. We obtained the response we wanted from them. As soon as they understood how the toy reacted when exposed to the sun, they immediately started accepting sunscreen applications more readily. NIVEA strengthened its image as a partner helping parents protect their children.

Execution

The promotional action was conducted at a beach in Rio de Janeiro, where we handed out kits containing a UV sensitive doll and a tube of NIVEA Sun Kids sun block. Instead of making children stop what they were doing to apply sun block, we made applying sun block part of the fun.

We obtained the response we wanted from them. As soon as they understood how the toy reacted when exposed to the sun, they immediately started accepting sun block applications more readily.

Outcome

The NIVEA Doll turned the act of applying sun block into the most fun children had at the beach. We’ve reached an amazing level of engagement: children took care of the dolls like their parents take care of them. As soon as children understood how the toy reacted when exposed to the sun, they immediately started accepting sun block applications more readily. NIVEA strengthened its image as a partner helping parents protect their children.

NIVEA Dolls was the success of last summer, and still a very desired toy. Besides that, NIVEA DOLL was a hit in the internet and social media.

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