The event we invented for the target group was called NIVEA Hair Recharge cup, offering fame and a trophy for the gallery plus several anti-hair loss packages to solve their problem.

On the one hand, NIVEA functioned as exclusive sponsor with all communication facets (e.g. tricot branding, branded areas, ads).

On the other, all virtual players of each team contending the cup got equipped with the virtual product and discovered their hair grown during the four-week tournament … ending up with the cult hairstyles of the target group’s 70's to 90's football idols: Paul Breitner, Günter Netzer, Rudi Völler or Carlos Valderama. Stars who had rather a problem with their hasty growth of hair.Thanks to the flexibility of the medium, the dynamic creational process allowed to playfully “prove” the results of using the anti-hair loss system, even if it was virtually.

Around 14,000 real players applied, 40% above expectations.Net reach: over 100,000 men 25 to 44 years old.Viewing rate of the different hairstyles: over 7 million.Very positive feedback in blogs and forums.Sales increase +100% during campaign period.