GOOD-BYE CELLULITE by OMD New York for Nivea

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GOOD-BYE CELLULITE

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Industry Skin Care
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released December 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: NIVEA
Product/Service: ANTI-CELLULITE CREAM
Date of First Appearance: Dec 8 2009 12:00AM
Entrant Company: OMD , New York, USA
Project Manager Ignition Factory: Ryan Peterson (OMD)
Director Ignition Factory Gaming: Dario Raciti (OMD)
Client Communications Director: Gail Stein (OMD)
Group Director: Barri Trott (OMD)
Strategy Supervisor: Kristen Farren (OMD)
Strategist: Tugce Caglayan (OMD)
Assistant Strategist: Nathan Morrow (OMD)
Media placement: PC Game - Integration - 08/12/2009

Results and Effectiveness
NIVEA has raised the bar for product integration in videogames and blazed new trails for the skincare category. Jenny McCarthy’s Your Shape launched this December and is proving to be a big hit with women. The PC version shipped with 100,000 Good-bye Cellulite inserts that provide consumers important product information as well as a $2-off coupon for the purchase of either Good-bye Cellulite or My Silhouette! A second phase begins in March 2010 and is designed to leverage the NIVEA/Your Shape integration to support the launch of the 2010 NIVEA Challenge and help drive sign-ups after the website launch.

Creative Execution
NIVEA partnered with Ubisoft and their new fitness videogame Jenny McCarthy’s Your Shape to re-invigorate the product line and increase consumer interest and participation. Your Shape comes with a revolutionary 3D camera that tracks the player’s movement and performance. Players can select four custom routines led by Jenny’s avatar from the NIVEA fitness centre on the main menu. These routines help women reach their fitness goals and are linked to specific NIVEA products (ie. “Get Bikini Ready!” highlights Good-bye Cellulite). A coupon is included in the box to encourage trial and NIVEA-provided healthy living and skincare tips appear throughout the game. This integration positions NIVEA as a skincare and fitness expert, provides value to the player and reinforces product benefits in a uniquely immersive two-way communication between NIVEA and the consumer. Your Shape and Jenny McCarthy provide credibility for the consumer and help address concerns over scepticism.

Insights, Strategy & the Idea
NIVEA’s Good-bye Cellulite (GBC) is a product range that visibly reduces the signs of cellulite and addresses its cause. Since cellulite is mostly seen in swimsuits, women are encouraged to use the product to get their bodies “bikini ready”. Women have been reluctant to try GBC because they are sceptical it will work and it has a premium price point. Research shows consumers are more likely to try a product when it’s 1) Associated with someone that they trust/admire, 2) Is a familiar brand, and 3) Benefits are clear. NIVEA needed a partner to help overcome scepticism and showcase product benefits. Gaming was looked at as an innovative approach to the beauty space that allowed the target to experience products before they purchase them, re-inventing what it means to “trial” a product. Two key insights: • 62.4% of target own or play videogames • 77.4% agree they should exercise more.