| Title | I LIKE MY AGE |
| Brand | NIVEA |
| Product/Service | NIVEA CELLULAR |
| Category |
C07. Customer Acquisition & Retention |
|
Entrant
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CHEIL NORDIC Stockholm, SWEDEN
|
|
Idea Creation
|
CHEIL NORDIC Stockholm, SWEDEN
|
|
PR
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CHEIL NORDIC Stockholm, SWEDEN
|
Credits
| Sasan Faghihi |
Cheil Nordic |
Creative Director |
| Marcel Granfelt Saavedra |
Cheil Nordic |
Art Director |
| Mats Wiberger |
Cheil Nordic |
Strategic Planner |
| Magnus Svensson |
Cheil Nordic |
Client Director |
| Alexandra Sjoberg |
Cheil Nordic |
Copywriter |
| Johan Lindqvist |
Cheil Nordic |
Project Manager |
| Fredrika Stern |
Cheil Nordic |
Graphic Designer |
Why is this work relevant for Brand Experience & Activation ?
Because it addressed a global debate about Women and their Age. It did not only take a stand towards the usage of the term Anti Age but also removed it from it's products which was embraced by Women in Sweden.
Background
Nivea as brand feels a strong responsibility towards women in the image they convey.
They want to be perceived as a traditional brand with modern values.
The brief and objective was to relaunch NIVEA cellular in an authentic and fresh way. Make the brand relevant for the modern Nordic women. Communicate that NIVEA Cellular effectively prevents wrinkles.
Objective: Boost awareness and increase sales. NIVEA Cellular should be the choice for women over 40.
Describe the creative idea
When it comes to ageing, Swedish women have a positive attitude and are happy with who they are. Women just as men understand that ageing isn’t something they can reverse.
Swedish women are looking for brands to address their positive attitude to ageing and help empower them to look great for their age.
We took a new approach to beauty communication and removed Anti-Age from our vocabulary, so that Women, no matter how old they are, could embrace their age and feel good about themselves.
Describe the strategy
We conducted research looking into the history of beauty communication, gender equality and the current status of the competitive landscape. This combined with research and focus group studies, conducted by NIVEA Nordics, we gained a deep understanding for what Swedish women want and what they look for. Findings told us, anti age is no longer relevant and projects a completely wrong image about women and their relation to age.
The Women we targeted were 40+
Taking a distance to the word Anti Age and instead having a positive attitude towards ageing was our approach.
Describe the execution
We used one of Sweden's most famous and liked Women, the Actress Carina Berg to carry our powerful message. We created a campaign feel that was authentic due to interviewing Carina in her natural environment on set where she is constantly reminded of her age sitting in front of the mirror.
Our campaign went live in May 2018 and the first flight ended in July and the next one is now about to be aired again.
We created a 360 campaign that consisted of a TVC, Online Films, Social Media, Print and In store.
List the results
We had a sales increase of 38% during the campaign.
The positive buzz around the campaign reinforced Niveas position as a brand that really understands Women and makes them feel good in their own skin.