So, why only make a new TVC, with something so significant? The media team went further and booked 5 free shows (in the biggest cities in Brazil) of Maria Rita singing her mother’s songs live. It was an amazing experience for the target.

Now, we weren’t only airing a new TVC, but we were airing ads calling the public to the show, therefore being even closer to Brazilians.

The campaign was shown on Open TV, Pay TV, magazines, newspapers and radio.

And was the main subject in a huge number of journalists and Medias networks.

Also, all the content generated in the shows was used in special media formats: special content capsules and merchandising. E.g Showing Maria Rita at her dressing room, using a NIVEA make up remover, naturally.

Shows provoked emotions of more than 310 thousand people, a public 122% above what was expected.

NIVEA got more than 12 million dollars in earned media, through reports in magazines, open TV, and internet. The brand’s ROI was incredibly high: 276%.

Beyond the quantitative results, NIVEA increased its attributes together with the target. After researches promoted by own NIVEA and GFK Institute, they realized that the brand got closer with its customers who sees NIVEA as a positive influence on their society, friendly brand and modern. The project eventually became the biggest Brazilian cultural event of 2012.