2011 Winners & Shortlists

Results and Effectiveness

The branded webseries attracted 70,000 unique visits to the microsite and 1m+ votes were cast to find our winner and new face of Angel Star. Within 5 months, the range achieved a 15% share of the market and contributed a 36% growth to the category. NIVEA Angelstar is now the number one selling female deodorant spray in hypermarket Carrefour. Finally, sales were so overwhelming that Angel Star achieved 116% of its yearly target by August.

Creative Execution

Through research we found that although teenage girls considered beauty and fashion a real passion point, no mainstream media channel was offering entertainment catering for their needs. In response we created a branded web-series called ‘You Wow’, centered around a competition to find the next NIVEA Angelstar model. In each episode, our presenter and brand ambassador ‘Rita Hayek’ became NIVEA’s Beauty Expert, exploring the fashion and beauty habits of five contestants, before undergoing a WOW makeover! Hosted on a NIVEA Angelstar microsite, we also ran additional content such as photo galleries, contestant profiles, competitions, fans forum and voting mechanic to find the winner. TV, Facebook, SEM, cinema, sampling and ambient media were also used to create dialogue and drive teens to the site. Finally, we took over entire ad breaks on television and aired the winner’s story through a 3min short-film (a media first in the Middle-East).

Insights, Strategy and the Idea

Despite one-in-two people across the Middle-East aged under 24 there are few brands catering to young people when it comes to cosmetics & toiletries products – especially teenage girls. 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 cosmetics & toiletries range amongst teenage girls.