NIVEA VOLUME SENSATION by DraftFCB Vienna for Nivea

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NIVEA VOLUME SENSATION

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Industry Hair Care, TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Director Matthias Van Baaren
Art Director Daniel Senitschnig
Copywriter Florian Schwab, Matthias Göggel, Armin Winkler
Released November 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: BEIERSDORF
Product/Service: VOLUME SENSATION SERIES
Agency: DRAFTFCB PARTNERS
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: DRAFTFCB PARTNERS, Vienna, AUSTRIA
Chief Creative Officer: Bernd Fliesser (Draftfcb Partners)
Executive Creative Officer: Patrik Partl (Draftfcb Partners)
Art Director: Daniel Senitschnig (Draftfcb Partners)
Copywriter: Armin Winkler (Draftfcb Partners)
Copywriter: Florian Schwab (Draftfcb Partners)
Director: Matthias van Baaren
Consultant: Elena Wohlmuther (Draftfcb Partners)
Copywriter: Matthias Göggel (Draftfcb Partners)
Graphic Design: Marlene Böhm (Draftfcb Partners)
Sound Studio: Soundfeiler
Film Production: Neue Sentimental Film
Media placement: Cinema - Cinema - November 2009
Describe the brief/objective of the direct campaign.
Nivea is one of the biggest brands in hair care. Through a creative media idea, the volume range should become stronger on the market. Especially within the target group of 25-49 year old women – relevant for cinema.
Explain why the creative execution was relevant to the product or service.
The spot was only shown before movies relevant for the defined target group to reduce wastage.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In selected cinemas the existing TV spot was shown in an adapted form. After one half of the spot the silhouette of a woman with oversized, exaggeratedly big hair appeared on the screen. The person was moving through the rows of seats.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Image and awareness of the Nivea volume range could be raised by 12%.