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Sponsoring

Sponsoring | 妮维雅 | Nivea | 博达大桥 | FCB
下载原始文件 下载原始文件 JPG | 576x768px
基本信息
行业: 美容与健康
媒体:推广与活动
投放:英国
语言:德语
风格: Minimalism
说明cnen
情节
SUMMARY:
The specific benefit segment of ‘anti-stains’ was the last frontier for NIVEA deodorant to enter, but they was late for the party, with the key competitors exploiting the segment on anti-white stains for half a decade already, supported by heavy media coverage.
The objective of this campaign was to grow NIVEA deodorant by increasing category sales by 10%, and outperform the best NIVEA deodorant launch by 50%. The campaign was also designed to steal market share from competitors despite a smaller media budget.
Using TV advertisements to differentiate their Black & White deodorant from the competition, NIVEA sought to be more iconic and fashionable. The launch of this new dual stain-fighting deodorant was the most successful product launch in NIVEA’s history. Sales were 252% better than their last number one product launch and in two out of the three dominant markets, NIVEA became market leader, while the gap between Nivea and the market leader was significantly decreased in the third market.
制作信息
品牌:
广告公司:
其他职位:Others/Agency: Draftfcb, raftfcb London, Carat, Carat, Plan.Net Gruppe
Others/Credit: Jennifer Kunikowski, Matthias Eylers, Johan von Gersdorff, Christine Harm, Bernd Bender-Asbeck
Advertising Manager: Nadja Zoller, Nils Moelgaard, Fabiola Artoni, Hauke Voss, Hilde Cambier
Others/Credit: Fabio Mazzuchelli, Claudia Moscato, Massimiliano Sala, Jonathon Benson, Jenny Kowalcyzk, Stanley Cheung, Rory Elms, Keith Moran
Media Director: Vanessa Steiner, Romy George
奖项
EACA Euro Effies 2012
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FMCG
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