The campaign’s main goal was to win new consumers for NIVEA SUN KIDS. The message should reinforce the product’s main attribute: protection. At the same time, NIVEA wanted to continue the series of useful ads that started with the SolarAd Charger. First challenge: how to protect children even more? We thought about another concern related to NIVEA SUN KID’s current consumption: children who get lost on the beach. Next challenge: how to come up with an ad capable of doing that? We went for technology that is accessible to the audience, that was compatible to the Press Ad format and with a viable price for circulation that contemplated our target. We found Bluetooth Smat, a cutting-edge technology, and game a new meaning for it.

Bluetooth Smart is a low cost technology, supported by most operating systems, and which offers flexible development. It’s ideal for connecting objects from the digital world, supporting exchange of information with a high number of apps. That means that Bluetooth Smart’s developers are limited only by their imagination. This technology is very used nowadays in the world of home automation, retail, health and fitness.

Despite the fact that it’s now a new technology, it’s becoming increasingly widespread, allowing profound changes in “The Internet Of Things” (IoT) market. Unlike GPS or RDI, this technology works on a chip with the features we need: lightweight, slim, self-powered, fits inside a bracelet with special paper and it has low unit cost for to import. Perfect for import.

-The action became a successful video case, with repercussion in 10 press articles and 40 digital ones.

-Even with the closed magazine, the ad remained on parents’ cell phones and children’s arms for a long time.

-For the first time, NIVEA SUN KIDS was the segment’s sales leader, with a 62% increase in Rio de Janeiro

-We were present as an innovative brand in places where its consumers are: the beach, parks and clubs.

-8 in every 10 people impacted by the ad downloaded the app.

-The bracelet became object of desire, NIVEA receives several requests for it every day.