2015 Winners & Shortlists

Results and Effectiveness

This new and never seen before in the region outdoor 3D installation immediately aroused curiosity. It reached 1.25 Million women in Dubai over 2 months, while the lotion became the #1 selling SKU among the Nivea range. This proved the value that this new in shower lotion brings was clarified. The in shower lotion and was awarded “the product of the year 2014” award in the GCC marking a milestone in Beiersdorf marketing.

Creative Execution

We needed a high impact effort that would attract attention and generate curiosity towards this new invention and provoke word of mouth among women To address this problem we installed a region first 3D installation outdoor of a 10 m Nivea “in shower” lotion bottle on Dubai’s main traffic artery, the Sheikh Zayed highway, which sees a traffic flow of 2.5 Million vehicles per week. Flanking the bottle were four large educational icons that explained the usage steps of the new “in-shower” lotion. During nighttime the icons lit in order further accentuating the usage process.

Insights, Strategy and the Idea

As more women in the GCC were joining the workforce, more of them found themselves juggling between their ambitions and their precious roles as mothers. So to help women stay on top of their skin care rituals, Nivea invented a new “in-shower” moisturizing lotion. It was a time savior that could allow them to dress right after showering, versus waiting for the stickiness of other out of shower moisturizing lotions to dry out. This innovation brought practicality to skin moisturization within a woman’s shower process, but as much as this was liberating, its early communication created confusion towards its nature and usage. The initial launch of this new lotion failed to clarify whether the “in-shower” lotion was just another shower gel with moisturizing agents, or just another moisturizing lotion. Our challenge was to resolve this confusion by arousing curiosity and disrupting the shower ritual.