Nivea Case study CAPTIVATING TALES by DraftFCB Dubai, OMD Dubai

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CAPTIVATING TALES

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Industry Skin Care
Media Case study
Market United Arab Emirates
Agency DraftFCB Dubai
Agency OMD Dubai
Released January 2013

Awards

Dubai Lynx 2013
Media CONSUMER PRODUCTS BRONZE

Credits & Description

Client BEIERSDORF ME
Product NIVEA SENSUAL MUSK BODY LOTION
Entrant OMD Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Product/Service
Category: CONSUMER PRODUCTS
Title: CAPTIVATING TALES
Product/Service: NIVEA SENSUAL MUSK BODY LOTION
Advertising Agency : HORIZON DRAFTFCB Dubai, UNITED ARAB EMIRATES
Media Agency : OMD Dubai, UNITED ARAB EMIRATES
Entrant Company : OMD Dubai, UNITED ARAB EMIRATES
Name Company Position
Karan Kukreja OMD UAE Director - Planning
Layal Takieddine OMD UAE Director - Omd Fuse
Rawad El Khoury OMD UAE Associate Director - Planning
Dana Salamoun Horizon Draft FCB Account Planner
Summer El Bosraty Horizon Draft FCB Associate Creative Director
Makram Daouk Horizon Draft FCB Regional Account Director
Paola Mounla Horizon Draft FCB Associate Creative Director
Alain Hochar Horizon Draft FCB Chief Creative Officer
Mohammad Abid Horizon Draft FCB Art Director
Crisanto Valerio Horizon Draft FCB Art Director
Rona Saadeh Horizon Draft FCB Director Of Planning
Hiam Baltaji Horizon Draft FCB Account Executive
Meredith Tuqan OMG Social Media Director
Mohammad Zaher OMG Social Media Associate Director
Noora Nasrallah OMG Social Media Senior Executive
Khaled Sharrouf OMG Social Media Executive
Results and Effectiveness:
By converting words to film, we successfully brought out the inner sentiments of Arab women and positively connected them with new NIVEA Sensual Musk. In just four weeks, we received more than 1,400 stories – totaling over 2m words! We provided women with entertainment that was both compelling and relevant, boosting purchase intent by 26% and product recommendation by 100%. In fact, nearly 1m NIVEA Musk products have been sold- 11% more than targeted. Finally, NIVEA Musk has not only captured 12% market share from the market leader, but also contributed a 67% growth to the category.
Creative Execution:
When you look at Hollywood, all great love stories start with putting pen to paper. Therefore, we wanted to give our amateur storytellers the ultimate accolade by turning their romantic words into film. We tasked the regions most-talented film director, Emirati Nayla Al Khaja to bring to life the Captivating Tales of women in 5min short-films. Nayla, along Sayidati magazine and NIVEA read through the entries and selected the three most compelling stories. ‘The Wait’, ‘Impressions’ and ‘New Beginning’ were then filmed, produced and given their broadcast debut through a branded integration on the region’s biggest TV channel MBC1, online and aired in cinemas. Partnering with Nayla, not only could we bring women’s stories to life visually, giving them a huge platform but also capture the cultural nuances of the region. Numerous touch-points were used to support/push Captivating Tales further, including social-media, brand website, TV integration, magazine editorial and DM.
Insights, Strategy and the Idea:
To launch new NIVEA ‘Sensual Musk Body Lotion’ we had to positively connect with Arabic Women and prompt the competitions users to switch brands. With ‘Arabian Musk’ the most popular and widespread scent in the region, we needed to communicate that NIVEA’s new offering provided Arab women the smell they love with the superior moisturization they require. Bespoke research yielded an insight that was to drive our unique approach. In KSA, a woman’s scent (and particularly Musk) is very much an expression of their personality and sensuality. Added to this, we found that Saudi women were also beginning to express themselves and their sensitive sides through writing - be it poetry or short-stories. Using this insight and the popularity of writing, our strategy was to invite women to share their own romantic stories with us – either real or fictional. This led us to the idea of ‘Captivating Tales’.