NIVEA launches Cellular Brand with an outdoor media first


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.  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 until 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.”


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.”



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