Media > Use of Media

KISS OF A LIFETIME

AEGIS MEDIA DEEP BLUE, New York / BEIERSDORF / 2012

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Overview

Credits

Overview

Effectiveness

2m people attended NYE as Times Square was transformed into a ‘NIVEA sea of blue’. The winning couple made their kiss famous in Times Square with NIVEA and the billion people globally viewing on TV, celebrating hope and optimism for the New Year.The ‘Kiss of a Lifetime’ campaign proved more than effective:•NIVEA sales increased 35.7% and share increased 23%•The campaign generated 370MM+ total media impressions•Facebook fanbase increased 34%, 3,900+ photos uploadedMost impressive, NIVEA saw tremendous results by significantly outpacing category growth (15.0% vs. +0.7%).Results proving you can never underestimate the power of a kiss!

Execution

The challenge was to broaden the consumer experience beyond the night itself and the Times Square location. Hence the program was deliberately launched via Facebook early in the holiday season to increase participation in ‘Kiss of a Lifetime’ and spark conversation leading up to NYE.Wendy Williams got behind the cause; TV integrations promoted the contest and included appearances by the five finalist couples who shared their stories of love and triumph and solicited votes. Via clever mobile apps, NIVEA enabled consumers to virtually experience Times Square. By uploading a kissing photo, it was projected to a live Times Square billboard, an image of which was sent back to them for sharing. As an added benefit for consumers during the busy holiday shopping season, a physical NIVEA kissing booth was installed in the Aeropostale store, Times Square which also projected photos to the live billboard.

Strategy

Never underestimate the power of a kiss. A challenger brand in a commodity category, NIVEA sought to differentiate themselves by elevating their product benefit (moisturisation) to a meaningful consumer benefit: more kissable lips. To engage consumers in an impacting way, NIVEA decided to own the most important kiss of the year: New Year's Eve.

Understanding consumers always look to the New Year with a sense of optimism and hope, and reflect on the challenges of the year, NIVEA saw opportunity to play a role in connecting with these emotions and their consumer as they prepare for their big midnight kiss.

The Idea was born: NIVEA ‘Kiss of a Lifetime’ contest, invited consumers from across the US to open their hearts and share personal stories via Facebook on why their love story would inspire others. This all culminated in a kiss on the world’s biggest stage: Times Square, New Year's Eve.

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