Title	DON’T MISS IT
Brand	BEIERSDORF
Product/Service	AWARENESS CAMPAIGN
Category	C08. Charities, Public Health, Safety & Awareness Messages
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
Christina Duskanich	Jung Von Matt AG	Junior Art Director
Marielle Heiss	Jung Von Matt AG	Senior Art Director
Bastian Tripp	Jung Von Matt AG	Senior Copywriter
Florentin Hock	Jung Von Matt AG	Creative Director
Tonias Perse	Big Fish Fimproduktion GmbH	Director
Philipp Peschlow	Big Fish Fimproduktion GmbH	DOP Lighting Cameraman
Uwe Spiller	Big Fish Fimproduktion GmbH	Executive Producer
Sebastian Cordes	Big Fish Fimproduktion GmbH	Producer
Ann-Kathrin Geertz	Jung Von Matt AG	Client Service Director
Dörte Spengler-Ahrens	Jung Von Matt AG	Partner/Executive Creative Director
Stephan Giest	Jung Von Matt AG	Managing Director
An-Fu Ruess	Jung Von Matt AG	Client Service Director
Tanja Tauber	Jung Von Matt AG	Project Manager
Dennis Wendt	Jung Von Matt AG	Project Manager
Charlotte Gross	Jung Von Matt AG	Junior Project Manager

The Brief

In our modern society both parents work longer and longer hours. Thus, even in their little free time, they are still mentally more or less at the office. And therefore miss the key part in the life of their children: How they grow up. The raise of awareness was aimed to strengthen the brand NIVEA as a family friendly corporation demonstrating social responsibility, which cares for such problems and needs, as spending valuable quality time with ones family and especially children efficiently.

Campaign Success

Prior to the prank, we contacted various families and turned one parent into a decoy. On a set day, the children went with one parent, who was kept in the dark, to the playground. With a hidden camera we waited until the parent reached for their phone and was not paying attention to their child. Exactly in that moment we exchanged their child with a teenage lookalike. As parents realized that they were being pranked, we surprised them with our message: They grow up fast - don't miss it and resolved the situation.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within weeks we generated more than 318.000 clicks on YouTube and 146.300 views in Facebook. Together with owned media channels like the NIVEA website we had over 2.224.000 Ad-Impressions so far. Consumers were positively surprised and purely touched by the viral, referring to the comments on the social digital platforms. Furthermore, we were able to bring a lot of new subscribers to the NIVEA YouTube site and followers to the NIVEA fanpage on Facebook, where the video was shared and positively commented especially by parents.

Explain why the method of promotion was most relevant to the product or service

The prank video belongs to the Promotion and Activation-category as it raises awareness by actively engaging consumers to spend more quality time with their family – especially their children in order to most importantly not to miss out on their childhood. The call for action was based on NIVEA's social responsibility where we engaged consumers live during the prank and as well in the aftermath through the prank-video-upload on to several digital platforms. So we made it possible that the whole NIVEA community comes together to share this moment of truth.