2011 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

This fully integrated initiative would be led by our very own brand ambassador called Rita Hayek, a Middle-Eastern actress who would become NIVEA Angelstar’s beauty and fashion expert. Rita kicked-off the campaign with TV, cinema, online and outdoor advertising encouraging girls to show off their ‘wow’ style and be part of the competition. Girls could participate by uploading a photo of themselves on the NIVEA Angelstar microsite. Working alongside, digital media such as Facebook and mobile were used to create audience dialogue and interaction. Once momentum gathered, five finalists were selected from hundreds of entries by an expert panel and flown to Dubai for a style makeover. We then created a branded webseries around the five makeovers and brought their individual stories to life through online video. Finally, we took over entire ad breaks on television and aired the winner’s story through a 3min short-film (a 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. Insights told us that teens were passionate about fashion, grooming and shopping. They identified with celebrity role models. And they wanted to feel accepted by their peers, but still stand out in a crowd. This led us to the BIG idea ‘WOW with your style’ – a model competition that would encourage 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.