Get Closer with Nivea Deodorants

DESCRIPTION

NIVEA Deodorants are the leading brand on the Polish market. It has the highest penetration and brand awareness of all age groups except the 15-24-year-old segment, which is held by main rival Rexona. The goal was to activate this target through different communication channels.

The idea was based on the insight that there were specific situations when people think of the efficacy of their deodorants. When they are forced by a situation to be in close proximity to other people, (queues, busses, cinemas, universities) They looked for such situations particularly referring to younger segments of consumers – reflecting their behaviours and ways of spending their free time.

The communication strategy matched, saying: come closer, look for closeness, now you can be really close, approach - do not be afraid etc. These messages were positioned in locations often visited by young people. Stickers were used on seatbacks, and floors of universities, bust stations, cinemas, cash machines and at other POS sites. They also ran some online material at Poland’s number one site for young people ‘Gadu-Gadu’. The entire campaign was introduced via TV spots, which legitimised the innovative contextual framework. 

Aided brand advertising reached 58%, which was 3pp above target. Whie increased traffic on www.Nivea.pl. of 6000% on the month before (the highest traffic since the site’s launch). There was an increase of sales by 21% on the year before.

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