2015 Winners & Shortlists

Results and Effectiveness

All men in the region survived the Brazil FIFA World Cup 2014, well at least until the semifinals since by then all 45,000 survival kits were sold out. The Facebook app had over 7,000 visits with an average time spent of 6.5 minutes which was the highest any NIVEA MEN campaign had seen. The Code Conversion on the Facebook app reached 30% : 100% higher than industry average. While there was only one team who won the World Cup, with NIVEA MEN there were over a thousand prize winners.

Creative Execution

The Survival Kit featured, shaving gels for a neat “next day look”, deodorants for those who forgot to change, moisturizers for the grumpy faces of the “last night losers”, and shower gels for those who crashed away from home. On an engagement level and to drive sales, we launched a Facebook App that allowed each survivor to enter a code hidden in his kit for a chance to win prizes such as football gear or gaming consoles. But that was not all, the app featured a Football trivia quiz that challenged Men's football knowledge. Finally, and for men to have a survival headquarters, we took over spaces in UAE & KSA for them to spend Ramadan evenings watching the games all night long and get refreshed by Nivea Men sampled products offered to them.

Insights, Strategy and the Idea

NIVEA men have never engaged men with any sort of football content in the GCC. 2014 was a great opportunity to do so; however, the risk of going unnoticed due to other brands’ heavy presence was evident. Our challenge was to go beyond the traditional route and instead get closer to men and provide them with what we do best; Caring for them. In spite of the popularity of football in the Middle East, Keeping pace with the 2014 World Cup was though and brutal as the games were late into the night and the tournament coincided with the Holy month of Ramadan during which Men fast all day. We wanted to help men cheer all night, and look refreshed after a tough night spent tearing their vocal chords and wrecking their nerves. So, for men to survive the night, we introduced the NIVEA MEN Survival kit.