2015 Winners & Shortlists

SURVIVE THE NIGHT

BrandBEIERSDORF
Product/ServiceNIVEA MEN RANGE
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryUse of promotional stunts/live advertising/live shows/concerts & festivals
Media Agency 2 OMD Dubai, UNITED ARAB EMIRATES
Entrant Company OMD Dubai, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES

The Brief

Nivea Men had never engaged with men through any sort of football content in the GCC although this kind of association has been quite profitable for any other men focused brands in the region. Our objective was therefore to celebrate the FIFA WC Event with MEN through a X-cat promotion that would increase NIVEA MEN range (Shaving Gel & Cream, Deodorant, and Shower Gel) sales.

Describe how the promotion developed from concept to implementation

Keeping pace with the 2014 World Cup was though as the games were late into the night and coincided with the Holy month of Ramadan during which Men fast all day. We wanted to help men survive the night, and look refreshed on the next day. So, we introduced the NIVEA MEN Survival kit. We launched a Facebook App that allowed men to enter a code hidden in their kit for a chance to win a grand prize and took over spaces in UAE & KSA for them to spend the evenings watching the games and get refreshed by Nivea Men sampled products.

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

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 While there was only one team who won the World Cup, with NIVEA MEN there were over a thousand prize winners.

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

Nivea Men cares about men and men care about football. 2014 was a great opportunity to engage men with football, but it wasn't that simple. Nivea Men was going to be a new comer and every other brand was going to jump and clutter the game. This brought the risk of going unnoticed. 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.

Credits

Name Company Role
Karan Kukreja OMD MENA Business Unit Director
Saleh Ghazal OMD Mena Director
Soulaf Najjar OMD Mena Associate Director
Warda Amrani OMD Mena Account Manager Digital
Harshitha Nagaraj OMD Mena Senior Executive
Ruba Hachem OMD Mena Executive
Yasmin Nagm OMD Mena Senior Social Media Executive
Jihad Nehme Beiersdorf MENA Digital Media Manager