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MEC plan and buy outdoor media first to launch NIVEA Cellular Brand
27/01/2014

Leading global skincare brand NIVEA® has launched its latest anti-age innovation, NIVEA Cellular, with a high impact outdoor media campaign planned and bought by MEC via Kinetic and Limited Space.  The innovative campaign features a media first for NIVEA with a bespoke branded ceiling panel installed at the Birmingham Bullring.

The campaign aims to build awareness for NIVEA Cellular, a new range designed to visibly rejuvenate skin, among women aged between 40 and 60. The activity will build NIVEA’s credentials in the performance anti-age category.

The outdoor media activity takes place at 18 key malls across the UK, including Westfield London, to reach core audiences in a retail environment. The locations were selected based on high footfall, spread across the country and proximity to Boots stores, which plays a key part in supporting in-store promotions.  From 20 January to 23 February, NIVEA-branded creative will also run across large scale and Panoramic banners, Adlifts and Limited Space’s network of digital interactive screens. The centrepiece of the outdoor activity is a bespoke suspension installed at the Bullring in Birmingham. The outdoor media was booked by MEC via Kinetic with Limited Space.

This outdoor activity will be supported at launch with TV and press activity that will run from late January to March. The press activity comprises display pages (DPS and FP), online brand extension with key titles, and sampling. A total of 2.5 million product sachets are also being distributed via press tip-ons in core titles including Woman & Home, Hello, Sunday Times Style, Good Housekeeping and Red magazines.

Thirty second TV and VOD will also run from 22 January through to 2 March with the launch synchronised to run alongside heavy in-store promotions in Boots stores. The launch creative includes 25” which focuses on announcing the new range, followed by 5” Boots tag. The campaign creative has been led by DRAFTFCB.

Sophie Rock, Face Care Brand Manager at NIVEA said: “This is the biggest NIVEA anti-age launch for more than five years so creating an impact was key for us in this campaign. Placing our advertising creative in so many key locations means customers are certain to encounter the activity while they shop. MEC and Limited Space really impressed us with their ambition for the project, and we’re looking forward to seeing the results of this exciting activity.”

Lucy Croxford, Business Director at MEC said: “We are delighted to have been a part of this innovative piece of work for NIVEA. We understood the importance of breaking through the clutter with this campaign, and we are confident that our planned activity will work well alongside the press and TV activity to effectively reach and engage with NIVEA’s target audiences.”   

Romain Greze, Managing Director at Limited Space said:  “To launch our full Showcase suite of premium in-mall advertising solutions, we needed a campaign which was going to be striking and really engage our audience of shoppers. The NIVEA activity fits the bill perfectly, with the use of our full range of advertising options becoming the true embodiment of our Showcase theme.  Being simple and elegant but versatile enough to feature on multiple formats, this creative is certain to get the attention of customers as they browse.”

MEC plan and buy outdoor media first to launch NIVEA Cellular Brand
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