PROTECTION AD by FCB Sao Paulo for Nivea

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PROTECTION AD

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Industry Skin Care
Media Direct marketing, Case study
Market Brazil
Agency FCB Sao Paulo
Released January 2014

Awards

International ANDY Awards 2015
Magazine Media Silver

Credits & Description

Mobile URL http://www.openairawards.com/2014/cannes/protectionad
CLIENT: NIVEA
PRODUCT: NIVEA SUN KIDS
ENTRANT: FCB BRASIL SÃO PAULO, BRAZIL
TYPE OF ENTRY: BEST INTEGRATED CAMPAIGN LED BY MOBILE
CATEGORY: INTEGRATED MOBILE CAMPAIGN
ENTRANT COMPANY : FCB BRASIL SÃO PAULO, BRAZIL
ADVERTISING AGENCY : FCB BRASIL SÃO PAULO, BRAZIL
PRODUCTION COMPANY : EDIT2 SÃO PAULO, BRAZIL
NAME COMPANY POSITION
JOANNA MONTEIRO FCB BRASIL EXECUTIVE CREATIVE DIRECTOR
MAX GERALDO FCB BRASIL EXECUTIVE CREATIVE DIRECTOR
PEDRO GRAVENA FCB BRASIL DIGITAL CREATIVE DIRECTOR
VICTOR VIEIRA FCB BRASIL ART DIRECTOR
RAPHAEL LEANDRO DE OLIVEIRA FCB BRASIL ART DIRECTOR
ANDRÉ BITTAR FCB BRASIL COPYWRITER
TINA CASTRO FCB BRASIL ART BUYER
DANIEL GONÇALVES FCB BRASIL ART BUYER
LUCIO CUNHA PHOTOGRAPHER
BOREAL BOREAL IMAGE RETOUCH
EDGARDO PASOTTI FCB BRASIL GRAPHICS PRODUCER
DIEGO BISCHOFF FCB BRASIL GRAPHICS PRODUCER
ALEXANDRE UGADIN/TIAGO SANTOS/SERGIO BROTTO/RACHID ANTUN/CAIO MELO FCB BRASIL MEDIA
LIA D'AMICO FCB BRASIL PROJECTS
GERSON LUPATINI/CAIO MELLO FCB BRASIL TECHNOLOGY TEAM
MARCIO BUENO FCB BRASIL CREATIVE TECHNOLOGIST
MAURO SILVEIRA/CRISTIANE PEREIRA/TANIA MULLER/MARIANA MOZZAQUATRO/VITOR BORRAGIN FCB BRASIL ACCOUNT TEAM
RAPHAEL BARRETO/LIA BERTONI FCB BRASIL PLANNER
VIVI GUEDES/RICARDO MAGOZO FCB BRASIL FILM PRODUCER
SATÉLITE ÁUDIO SATÉLITE ÁUDIO SOUND DESIGN
Creative Execution:
We developed the app NIVEA PROTECTS. An app made for an ad. But different from any app already made for an ad, this app was actually an extension of it. Intuitive and didactic, it monitored the ad’s displacement when it was on the child’s arm. All that was needed was downloading the app on App Store or Google Play, pair the bracelet, identify the child and choose the distance where they could go. If distance was exceeded, an alert was sent by the app. With radar, it was possible to see if parents were getting nearer or further from children.
-The action became a successful video case, with repercussion in 10 press articles and 40 digital ones.
-Even with the closed magazine, the ad remained on parents’ cell phones and children’s arms for a long time.
-For the first time, NIVEA SUN KIDS was the segment’s sales leader, with a 62% increase in Rio de Janeiro
-We were present as an innovative brand in places where its consumers are: the beach, parks and clubs.
-8 in every 10 people impacted by the ad downloaded the app.
-The bracelet became object of desire, NIVEA receives several requests for it every day.
The campaign’s main goal was to win new consumers for NIVEA SUN KIDS. The message should reinforce the product’s main attribute: protection. At the same time, NIVEA wanted to continue the series of useful ads that started with the SolarAd Charger. First challenge: how to protect children even more? We thought about another concern related to NIVEA SUN KID’s current consumption: children who get lost on the beach. That’s how we had the idea of making the Protection Ad. An ad that turned into a bracelet for children to wear so that parents could monitor them on their smartphones. For that, we needed an app.