The campaign’s main goal was to win new consumers for NIVEA SUN KIDS. The message should reinforce the product’s main attribute: protection. The strategy was divided in 2 moments. First was contacting our possible consumers: mothers, who live near famous beaches in Rio de Janeiro, and create a unique relationship between them and the brand. Then, using a video case to spread this relationship to the general audience. We used public relations, brand NIVEA’s reputation and the idea’s viral power to ensure the campaign’s achievement and success.

NIVEA SUN KIDS is a specialist brand in protecting your child’s skin. No one better than it to protect them from another huge concern: the risk of getting lost on the beach. That’s when the Protection Ad was created. What seemed to be a regular ad, turned into a detachable bracelet for the child to use, capable of being monitored by cell phones. Parents downloaded the NIVEA PROTECTS ad, chose a limit distance and were warned when that limit was exceeded. With the radar, parents knew if they were getting nearer or further from their children.

-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.

NIVEA SUN KIDS did much more than an ad. It created an useful, comfortable reusable accessory to protect children from the risk of getting lost from their parents. Reinforcing the product’s main attribute: protection, in one of the places in which it’s used the most: the beach. The action is also completely aligned with NIVEA brand’s local and global positioning, continuing the series of useful ads that started with the SolarAd Charger. The ad’s edition is over, but it remains in the children’s arms and on their parents’ cell phones.