2011 Winners & Shortlists

The Campaign

Despite one-in-two people across the Middle-East aged under 24 there are few brands catering to teen girls when it comes to cosmetics & toiletries products. Spotting this opportunity NIVEA developed ‘Angelstar’ - a complete range of cosmetics & toiletries products designed specifically for young girls. The challenge was to launch new NIVEA Angelstar, communicate its ‘Wow-effect’ brand essence and make it the favorite range amongst teenage girls. We knew teens were passionate about fashion, grooming and shopping. They identified with celebrity role models and wanted to stand out in a crowd. Therefore, we created ‘WOW with Your Style’ – a model competition encouraging teen girls to bring out their own WOW-effect by giving them the chance to become the face of NIVEA Angelstar across the Middle-East. This fully integrated initiative would be led by our very own brand ambassador called Rita Hayek, a Middle-Eastern actress who became our beauty/fashion expert.

Success of the Campaign

TV /Cinema - Rita kicks off the campaign with calls to teenage girls to become the new NIVEA Angelstar model. Outdoor – call to action ads in malls and universities. Ambient media - branding across girls’ washrooms in major malls Microsite - central point of the campaign for participation, voting and interaction with Angelstar content. Online – display ads and banners on key sites directing teens to the Angelstar microsite. Social Media: - Facebook fan page created to spread the content and create dialogue. Webisodes – a series of 3 minute films documenting the finalists and their WOW makeovers. SEM - key words relating to Angelstar/NIVEA navigating people to the microsite, eNewsletters – used to keep teens up-to-date with the latest stages of the competition . Mobile - SMS used to announce the different stages of the competition. Finally, sampling and buzz-marketing used in malls to bring teen girls closer to the Angelstar brand.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The microsite attracted 70,000 unique visits and over 1 million votes were cast. Within 5 months, the range achieved a 15% market share and contributed a 36% category growth. Angelstar has continuously been the number one selling female deodorant spray at Carrefour hypermaket. Finally, sales were so overwhelming that NIVEA angelstar achieved 116% of its yearly target by August.