2011 Winners & Shortlists

The Brief

With 53% of the population under 24 years, NIVEA saw the potential of the teens market in the Middle East and decided to launch NIVEA Angelstar, a new teen-targeted range of skin and beauty products. The challenge was to launch new Angelstar, communicate its ‘WOW-effect’ brand essence and make it the favorite cosmetics & toiletries range amongst teenage girls.

Describe how the promotion developed from concept to implementation

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 (and given their high levels of internet usage) we created a branded web-series called ‘You WOW’, centered around a competition to find a face and model for new NIVEA Angelstar (hosted on a microsite). 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!

Describe the success of the promotion with both client and consumer including some quantifiable results

By creating the ‘You WOW’ model search, we replicated and mirrored the essence of Angelstar. The brand offering of Angelstar is underpinned by its ‘WOW-effect’ positioning – that special something that’s out of the ordinary, unique, attention grabbing and head-turning. Therefore, by incorporating fashion, beauty and glamour into our communication and competition it gave us a relevant and credible brand fit.

Explain why the method of promotion was most relevant to the product or service

results. 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. 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.