The target audience’s affinity towards sports is just outstanding. NFM campaign messages often center around a sports theme, exploiting this key link to customers.In order to maximize the impact in the summer campaign, activity was divided into two different phases.In stage one a downloadable, free of charge branded mobile soccer game was offered to mobile internet users sponsored by NIVEA FOR MEN. Creative elements included built-in NFM soccer banners in the soccer game, sponsor text messages at the download stage and a support of opt-in SMS messages, and display ads online.In stage two, the summer olympic games was at the core of our communication. NIVEA FOR MEN created daily Olympic Games alerts with the most up-to-date pieces of news sent direct to the customer. Mobile internet users could subscribe this SMS- and WAP-service free of charge thanks to NFM.

Mobile advertising has reached an impression of 252,182 PI with mobile banners with an outstanding average CT rate of 3.72% (9,388 CT’s).

The total download of mobile game and registrations to news alert exceeded 10,000 whilst he specially branded game was popular (2,424 downloads).We reached a total of about 250,000 individuals building an innovative, market leading image for NIVEA FOR MEN. Additionally Beiersdorf introduced mobile advertising to Hungary creating a buzz within the marketing industry.Given the scale of the activity, the advertiser did not expect hard business results, though decrease of market share stopped partly due to this break through activity.