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.

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 mobile app which links with a bracelet (delivered in a print ad), and keeps kids connected with their parents at the beach.

Parents should download the app on their smartphones and sync it to the bracelet, transforming it in a “children radar”. The ad has a protector strip that could be detached. This strip adjusts like a bracelet in the child's arm. 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.

NIVEA SUN KIDS protects children from the solar exposure, but how could we help the parents to protect their kids even more? Creating a gadget, 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 and apps, 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 GPS app! A mobile application that works together with a bracelet as a radar to avoid parents losing their kids at the beach and then, NIVEA SUN KIDS will protect the kid's skin, keeping them safe and close to their family.