Nivea Ambient, DM, Case study Nivea Doll by FCB Sao Paulo

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Nivea Doll

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Industry Skin Care
Media Ambient, Direct marketing, Case study
Market Brazil
Agency FCB Sao Paulo
Creative Director Carlos Schleder, Adriano Alarcon
Art Director Ricardo Silveira, Rodrigo Leal Rodrigues, Victor Bustani
Copywriter Marcelo Jun Sato, Giampietro Zanon, Andre Bittar
Released May 2015


Cannes Lions 2016
PR Sectors: Healthcare & Wellbeing Gold Lion

Credits & Description

Geo: Brazil
Creative Director: Adriano Alarcon(FCB Brasil)
Copywriter: André Bittar(FCB Brasil)
Creative Director: Carlos Schleder(FCB Brasil)
Brand RTVC Director: Charles Nobili(FCB Brasil)
Copywriter: Marcelo Jun Sato(FCB Brasil)
Creative Technologist: Marcio Bueno(FCB Brasil)
VP Creative Director: Max Geraldo(FCB Brasil)
RTVC Producer: Ricardo Magozo(FCB Brasil)
Art Director: Ricardo Silveira(FCB Brasil)
Art Director: Rodrigo Leal Rodrigues(FCB Brasil)
Account Director: Tania Muller(FCB Brasil)
Art Director: Victor Bustani(FCB Brasil)
Media VP: Alexandre Ugadin(FCB Brasil)
Group Account Director: Cris Pereira Heal(FCB Brasil)
Copywriter: Giampietro Zanon(FCB Brasil)
VP Creative Director: Joanna Monteiro(FCB Brasil)
Account Manager: Mariana Mozzaquatro(FCB Brasil)
New Business & Account VP: Mauro Silveira(FCB Brasil)
Planning VP Director: Raphael Barreto(FCB Brasil)
Account Executive: Vitor Borragine(FCB Brasil)
NIVEA Doll is a toy that is sensitive to UV rays and turns red when exposed to the sun in order to help children learn about the importance of wearing sunscreen and make parents’ lives easier. During summer in Brazil, we distributed NIVEA Dolls to families at Rio de Janeiro’s beaches. The action included a van that drove along the Ipanema coastline, handing out NIVEA Doll kits. Instead of making children stop what they were doing to apply sunscreen, we made applying sunscreen part of the fun. The NIVEA Doll helped create an emotional connection with both parents and children.
Nivea Doll became one of the most longed-for summer toys not only by kids but also by parents, teachers, and dermatologists. We’ve reached an amazing level of engagement: children took care of the dolls like their parents take care of them. As soon as children understood how the toy reacted when exposed to the sun, they immediately started accepting sun block applications more readily.When the idea was launched:R$ 2.5 million in earned media. 9,000,000 impressions on Twitter.216,000 likes in publications.396,000 views on YouTube.$ 0 in media investment.It was produced in large scale: - 100,000 promo packs were sold in drugstores and supermarkets in the main cities of Brazil and sold out in only 2 months. - It will be exported to 7 countries. - NIVEA DOLL increased NIVEA Sun’s market share in 2 pp.
The first action happened on a small scale and took place at the main Rio beaches. It would start the debate. This action turned into a video that was sent together with the dolls to the social network opinion leaders. The idea was to create such a strong wish to have the doll that the shares and the talks about it would make the main topic of conversation between moms, teachers and dermatologists.The initial PR would establish the dimension when launched. In a short time it was highlighted by the main mass media and on social networks all over the world, generating several requests in the NIVEA customer service. It was a strategy that gave NIVEA the reliability to launch NIVEA DOLL in large scale in that summer selling one hundred thousand promotional kits (dolls + sun block) in pharmacies and supermarkets, increasing NIVEA Sun market share in two points.
The strategy was to use something that interest children the most – the dolls – and highlight the importance of using sun block, bringing the subject to discussion. The dolls have become our spokespersons, our campaign and our active central PR to children, parents, teachers, and dermatologists.
NIVEA is a brand specialized in skincare and is present in a large number of Brazilian households. Children go to the beach to play, and nothing else. To them, putting on sun block is a waste of time. Our challenge was to convey the benefits of skin protection through actions that could create an emotional connection with the target audience. The goal of this action was to change children’s perception of the sun block use, making parents’ lives easier and thereby strengthening the entire family’s relationship with the brand.
Campaign Description:
NIVEA Doll is a toy designed to teach kids the importance of sun block use. Just like our skin, it needs sun block for protection. It is made with UV-sensitive material and gets sunburns when exposed to sunlight without protection.