Title	DONT MISS IT
Brand	BEIERSDORF
Product/Service	AWARENESS CAMPAIGN
Category	B01. Fast Moving Consumer Goods
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY
Media Agency	OPTIMEDIA Zurich, SWITZERLAND
Production Company	BIGFISH FILMPRODUKTION Berlin, GERMANY

Name	Company	Position
Anna Wiegand	Jung Von Matt Ag	Copywriter
Sofia Christidou	Jung Von Matt Ag	Junior Project Manager
Michael Wilde	Jung Von Matt Ag	Junior Art Director
Marielle Heiss	Jung Von Matt Ag	Senior Art Director
Bastian Tripp	Jung Von Matt Ag	Senior Copywriter
Sarah Dettlaff	Jung Von Matt Ag	Junior Art Director
Florentin Hock	Jung Von Matt Ag	Creative Director
Tobias Perse	Big Fish Fimproduktion GmbH	Director
Christina Duskanich	Jung Von Matt Ag	Junior Art Director
Philipp Peschlow	Big Fish Fimproduktion GmbH	DOP Cameraman
Uwe Spiller	Big Fish Fimproduktion GmbH	Executive Producer
Sebastian Cordes	Big Fish Fimproduktion GmbH	Producer
Dörte Spengler-Ahrens	Jung Von Matt Ag	Partner/Executive Creative Director
Stephan Giest	Jung Von Matt Ag	Managing Director
Ann-Kathrin Geertz	Jung Von Matt Ag	Client Service Director
An-Fu Ruess	Jung Von Matt Ag	Client Service Director
Tanja Tauber	Jung Von Matt Ag	Project Manager
Charlotte Gross	Jung Von Matt Ag	Junior Project Manager
Dennis Wendt	Jung Von Matt Ag	Project Manager

The Campaign

The campaign is based on a strong insight and a carefully obtained observation: More frequently parents are mentally less present in their free time, playing with their kids. Therefore, many parents immediately felt concerned upon addressing the observation. The biggest obstacle of such problem is the timing: Of finding firstly the time and the right moment for the interexchange with their kids and/or the right reaction from their children in the right moment itself. The reaction on the (social) media channels underlines that the marketing goals were reached and the positioning of NIVEA as a family friendly brand was strengthened. The campaign was solely shared through social media where the goal was for the campaign to be shared reaching the target audience most PR-effectively.

The Brief

Our goal is to raise awareness in the name of NIVEA amongst parents in a comedic manner by firstly playing a prank on them and secondly sharing the prank in form of a viral. Thereby the humorous viral is consists of a reminder that parents shall pay more attention to their children to not miss out on their most valuable part of life - their childhood and to use the little free time they have qualitatively - by making the most out of it for them and their children.

Execution

The prank film was firstly uploaded to the YouTube Channel NIVEA Switzerland, parallel to that we posted it as well onto owned-media channels such as Facebook and NIVEA Switzerland's official homepage. The prank video is still to be found on the social media YouTube and Facebook. On the homepage the video was taken down after a period of 2 months.

The feedback we received firstly during the prank and second of all afterwards through the sharing of our prank viral, was overall very positively perceived. Consumers were surprised and purely touched by the viral, referring to the comments on the social digital platforms. Together with the high number of more than 2.200.000 ad impressions we can say that NIVEA has surely created awareness among their target audience however were also able to reach further publics. The YouTube video currently has 318,927 views. The sensitive and emotional concern engages especially parents immediately and therefore generated buzz and was multiple times shared, suggested and recommended.

The Strategy

The aim was the perceptional strengthening of the brand NIVEA as a family friendly corporation, which cares for such problems and needs, as spending valuable quality time with ones family and especially children efficiently. As a target audience we aimed to particularly reach working parents, who due to their clamped situation at the office, at home that in their free time they have a hard time to disconnect and in this regard are not able to fully pay attention to their family. Therefore we wanted to remind them that the most important part in life is not ones job, rather the ones who are at home: Ones own family.