NIVEA - "Teaser Women"

FCB Hamburg

FCB Hamburg Hamburg, Germany

9862

Marka: NIVEA
Ülke: Germany

Reklamcı: Beiersdorf AG

Başlık	Teaser Women
Haftanın	FCB Hamburg
Kampanya	As Simple as Black & White
Reklamcı	Beiersdorf AG
Marka	NIVEA
Posted	Eylül 2012
Ürün	Invisible for Black & White
Sektör	Deodorants
hikaye	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.
Medya Türü	Television
Agency	FCB Milan
Agency	FCB London
Agency	Carat
Agency	Carat
Agency	Plan.Net
Credit	Jennifer Kunikowski
Credit	Matthias Eylers
Credit	Johan von Gersdorff
Credit	Christine Harm
Credit	Bernd Bender-Asbeck
Reklam Sorumlusu	Nadja Zoller
Reklam Sorumlusu	Nils Moelgaard
Reklam Sorumlusu	Fabiola Artoni
Reklam Sorumlusu	Hauke Voss
Reklam Sorumlusu	Hilde Cambier
Credit	Fabio Mazzuchelli
Credit	Claudia Moscato
Credit	Massimiliano Sala
Credit	Jonathon Benson
Credit	Jenny Kowalcyzk
Credit	Stanley Cheung
Credit	Rory Elms
Credit	Keith Moran
Medya Direktörü	Vanessa Steiner
Medya Direktörü	Romy George