We put ourselves in a teenager’s shoes, imagining how a dialogue could be started by delivering our message in every part of their day. One ordinary school day the mission was launched: Advertisements on buses, stickers that students could find on their desks, posters in school corridors, branding on basketball backboards, and a trendy and attractive marketing team who generated interest by giving out free samples at the school gates. Home from school, the battle continued: Music TV, chat rooms, social networks, teen web pages, all of them had only mission: to seduce our target audience. The NIVEA homepage and Facebook fan page became new playgrounds displaying information on how to reach “the hall of fame”. We sat back and watched as the students took the challenge into their own hands and became ambassadors for our communication. NIVEA and fan were the two new words on everyone’s lips.

Accurate timing of the launch of media channels - requiring various degrees of participation - was key to our success in terms of engagement and positive feedback. 173 schools participated in the campaign with more than 28,000 fans from different high schools. Their efforts to win the race formed the most important and the biggest amount of content within the campaign. The final spectacular event included a live concert, dance academy and a graffiti contest, which left footprints in the minds of 550 students at Juraja Hronca school in Bratislava and paved the way for a successful new product.