FYI

Nivea deploys giant-sized aerosol cans to promote new anti-perspirant in Singapore

NiveaBeiersdorf has launched an outdoor campaign to promote Nivea’s Protect & Care anti-perspirant with giant-sized aerosol cans and a scent dispenser.

The announcement:

Singapore, 05 Aug 2016 – Beiersdorf Singapore launched an interactive 6 sheet outdoor panel at Midpoint Orchard with Mediacorp OOH Media for female commuters to experience “The Scent of Care”.

As part of their introductory promotions for NIVEA’s Protect & Care Anti-
perspirant, they wanted to bring the brand’s value of care to life, letting the public experience being cared for by the product’s iconic, soothing NIVEA crème scent, regardless of skin type.

This bus shelter panel features a life-sized 3D NIVEA deodorant bottle alongside an exposed cutout featuring a sample bottle, inviting members of the public to experience being cared for by the soothing NIVEA crème scent.

Upon pressing a button on the panel, the public will be able to smell a sample of the deodorant sprayed from the cutout.

Around the panel, promotors are giving out sample sniff cards featuring the iconic scent and a 20% discount code for commuters and passers-by to purchase at Guardian’s online store or at Watsons stores islandwide.

The panel, being strategically placed in the heart of Orchard’s shopping district, opposite 313 Somerset (a youth and female-centric retail hub) attracted many female youths, PMEBs and tourists working or shopping around the area to sample the deodorant.

Lee Shin, Brand Manager of Beiersdorf Singapore said, “NIVEA has a long heritage of caring values and the crème’s scent has always been regarded as soothing and comforting. Thus we are excited to partner OOH Media to raise the profile of our iconic scent through creating public interactions with our brand.”

Elaine Wong, Associate Director, OMD Singapore added, “The dynamics of outdoor advertising has evolved, and we continuously devise new ways to use it to bring brand promises to life. In this instance, we successfully created an eye-catching visual, and coupled it with sampling and activation. All in one platform.”

Henry Goh, Head of OOH Media said, “Our outdoor panels are an ideal medium for our client to create relevant, real-time consumer engagements with their target audiences. Through this campaign, we enabled the public to experience the product on the street, creating memorable impressions that would seal the last-mile journey on the consumer’s path to purchase.”

This creative campaign will run till 17 August 2016.

Media Agency: OMD
Creative Agency: NIVEA Singapore and Canopy Design

Source: press release

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