Cannes Lions

SOLARAD CHARGER

DRAFTFCB BRASIL , Sao Paulo / NIVEA / 2013

Awards:

2 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Case Film
Case Film
Presentation Image
Presentation Image
Presentation Image
Presentation Image
Case Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

In Brazil, non-traditional advertising is increasingly growing every year. But traditional media such as TV and magazines even with the highest advertising budget.

Would it be possible to generate content for a brand with a magazine ad?

Yes.

Execution

Our ad was detachable and ran in VEJA, the best-selling magazine in Brazil. We chose a mailing selected of five thousand magazine subscribers. These subscribers were residents of Ipanema and Copacabana in Rio de Janeiro, the most famous region of the city to enjoy the beach. The audience used the ad at the beach, pools or anywhere there was sun.

People were always in contact with the brand NIVEA Sun. People used NIVEA Sun products and advertising to enjoy the sun. Communicating the exact concept of NIVEA SUN: Make the most of sun.

Outcome

This summer, NIVEA SUN products broke sales records, with a 12% increase compared to last year.

The idea was very well accepted by consumers, and brought NIVEA an excellent perception of an innovative, friendly and cool brand. NIVEA won a great repercussion mouth to mouth at the Brazilian coast, being recognized as the nicest brand for beach lovers.

Summer is over, but the ad isn’t. It still goes on at beaches, in people’s minds and hands.

The ad became an object of desire. NIVEA's Customer Service Center received more than 15,000 calls from people asking about the ad or trying to buy it.

NIVEA will do the ad again. Now in the European and American summer.

Similar Campaigns

12 items

Unboxing Skin

SAATCHI & SAATCHI ME, Dubai

Unboxing Skin

2024, NIVEA

(opens in a new tab)