Media > Use of Media

NIVEA SUN KIDS - PROTECTION AD.

DRAFTFCB BRASIL , Sao Paulo / NIVEA / 2014

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

Effectiveness

NIVEA SUN KIDS improved its innovative perception among Brazilian consumers. During the summer season 2013/2014, NIVEA SUN KIDS was the unique solar protection brand that focused its communication within the child segment. The strategy of linking NIVEA SUN communication to this type of high technology delivered something else than only a message. NIVEA SUN was leader of solar protection for the first time in the Brazilian market: in Rio de Janeiro, NIVEA SUN’s sales volume increased 62%, and outstripped our main competitor in 13% according to Nielsen researches. Also, NIVEA received lots of requests on its SAC, asking for it.

Execution

We noticed two behaviors of our target, the parents: they are more and more connected to their smartphones, and especially in Rio de Janeiro, they have the habit of reading magazines at the beaches with their families. So, we created a print ad, which links with a smartphone app, connects the kids and their parents at the beach.

This ad has a protector strip that could be detached. This strip adjusts like a bracelet in the child's arm. So, the parents download an app on their smartphones and sync it to the bracelet, transforming it in a radar. For that, we choose the most important weekly news magazine, Veja Rio, that runs on Saturday morning. Then, we selected a special mailing for the ad, composed by moms, with child, who has a smartphone and goes to the beach.

Strategy

NIVEA SUN KIDS protects children from the solar exposure, but how could we help the parents to protect their kids even more? Creating an ad, that extends the product protection to a new level. The beaches in Brazil during the summer are very crowded of people and lose a child is a real problem. Nowadays, people are more and more connected to gadgets, NIVEA SUN KIDS, has come up with an innovative way to improve the brand positioning of care and family protection. We created the first protection ad! A print ad that turns into a radar to avoid parents to lose their kids at the beach and then, NIVEA SUN KIDS will protect the kid's skin, keep them safe and close to their family.

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