Nivea 'good-bye Cellulite': "GOOD-BYE CELLULITE" Ambient Advert by OMD

Type of Entry: Use of Media
Category: Best Use of Sponsorship
Title: GOOD-BYE CELLULITE
Advertiser/Client: NIVEA
Product/Service: HEALTH/BEAUTY PRODUCT
Entrant Company: OMD New York, USA
Advertising Agency: GREEN ROOM ENTERTAINMENT New York, USA
Media Agency: OMD New York, USA
Creative Credits
Name Company Position
Rochelle Lichtman Green Room Entertainment Account Director
Guy Mccarter Green Room Entertainment Managing Director
Tugce Caglayan OMD Strategist
Sharon Cullen OMD Regional Director
Brendan Carty OMD Associate Director
Tiffany Mitsui OMD Supervisor
Karen Gardner OMD Associate Print Director
Rosemarie Iannucci OMD Associate Media Director
Cassandre Brutus OMD Strategist/Digital
Details
Results and Effectiveness:
As a result of the cumulative impact of The Tyra Banks Show integrations, People advertorials, and Extra integration, NIVEA increased sales by 50% in 2008 versus 2007 and became the #1 brand in the category for the first time in history!
Creative Execution:
We partnered with The Tyra Banks Show to create two full on-air segments totalling over 18 minutes of in-show airtime dedicated entirely to our brand. The first segment introduced the participants and explained the challenge to viewers at home, and the second, four weeks later, revealed these women’s fantastic results as they strutted down the runway with newfound confidence and smooth legs. We tied in People magazine to create a three-week advertorial series, which coincided with our Tyra integrations and followed our women’s journeys throughout the challenge. To further maximize our partnership, we worked with popular celebrity TV show Extra to create an on-air segment that featured models as well as the real women featured on The Tyra Banks Show discussing their great successes using NIVEA’s Good-bye Cellulite.
Insights, Strategy and the Idea:
In 2007, NIVEA launched Good-bye Cellulite with enormous success. But there were still 28 million US women ages 20–50 battling cellulite, not believing it could be treated with a topical product. Continuing the fight against scepticism in 2008, we took the product to the next level by empowering women with a full-body wellness regimen. A four-week program, the “Good-bye Cellulite, Hello Bikini Challenge”, was designed to get women bikini-ready in four important areas: Nutrition, Fitness, Style and Skincare. We secured experts in each discipline to provide women with the content and tools needed to gain total body health. We integrated the product and challenge into women’s everyday lives through a multi-layer syndication deal with Time Warner, leveraging several properties: The Tyra Banks Show (twice as big as 2007’s integration), People and Extra. This helped us from a cost efficiency standpoint and allowed us to maintain one consistent voice while communicating a complicated message across multiple touchpoints.