Brand | BEIERSDORF MIDDLE EAST |
Product/Service | BEAUTY AND CARE PRODUCTS |
Entrant | HORIZON DRAFTFCB Dubai, UNITED ARAB EMIRATES |
Category | Best Use of Magazines/Newspapers |
Entrant Company: | HORIZON DRAFTFCB Dubai, UNITED ARAB EMIRATES |
Advertising Agency: | HORIZON DRAFTFCB Dubai, UNITED ARAB EMIRATES |
Media Placement: | OMD Dubai, UNITED ARAB EMIRATES |
Credits |
Results and Effectiveness
The Results
· Communication created a great deal of buzz
· A competition was run to measure reader involvement
· Hundreds of entries already received
· Awaiting final results
Creative Execution
The Solution
· Customize the ads to match the editorial story of the day
· Under the story for a particular sport, was an ad written in the lingo of that sport
· Worked closely with 7DAYS to match ads with editorial
The communication was in two parts:
· the first part asked a question in sports lingo
· the second part (on the facing page) offered a solution from the Nivea For Men range
Insights, Strategy and the Idea
The Background
Nivea For Men is the World’s No. 1 skincare range for men
Extensive range of products that care for face and skin
The Opportunity
Nivea For Men negotiated a month-long media package with 7DAYS – a tabloid in Dubai to sponsor the newspaper’s Sport Section
The Objective
Create awareness: Get men talking about Nivea For Men
The Target Audience
· Mr. Fit & Healthy
· 25 - 35 years old
· Ambitious alpha-male
· Believes that being well-groomed is a sign of success and social status
The Challenge
· Men read 7DAYS in an average of 11 minutes
· How do we get their attention and interest in this short time?
· With no budget for stock images or photography
Credits
Michael Koeditz |
Horizondraftfcb |
Creative Director |
Nivine Kawar |
Horizondraftfcb |
Associate Creative Director |
R Alexander |
Horizondraftfcb |
Senior Copy Writer |