Media > Use of Media
NIVEA VOLUME SENSATION
DRAFTFCB PARTNERS, Vienna / BEIERSDORF / 2010
Overview
Credits
OVERVIEW
Effectiveness
Image and awareness of the Nivea volume range could be raised by 12%.
Execution
In selected cinemas the existing TV spot was shown in an adapted form. After one half of the spot the silhouette of a woman with oversized, exaggeratedly big hair appeared on the screen. The person was moving through the rows of seats.
Strategy
Nivea is one of the biggest brands in hair care. Through a creative media idea the volume range should become stronger on the market. Especially within the target group of 25-49 year olds – relevant for cinema.
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