NIVEA - "Teaser Women"

FCB Hamburg

FCB Hamburg Hamburg, Germania

9860

Marca: NIVEA
Paese: Germania

Cliente: Beiersdorf AG

Titolo	Teaser Women
Agenzia	FCB Hamburg
Campagna	As Simple as Black & White
Cliente	Beiersdorf AG
Marca	NIVEA
Posted	Settembre 2012
Prodotto	Invisible for Black & White
Settore	Deodoranti
Trama	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.
Tipo di Media	Televisione
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
Advertising Manager	Nadja Zoller
Advertising Manager	Nils Moelgaard
Advertising Manager	Fabiola Artoni
Advertising Manager	Hauke Voss
Advertising Manager	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
Media Director	Vanessa Steiner
Media Director	Romy George