To raise awareness of NIVEA’s new Cocoa Butter cream and lotion, ProActive™, a division of Provantage Media Group, took the brand to numerous strip malls across three African countries – Zimbabwe, Namibia and Botswana.
Over and above product awareness, one of the main objectives of the campaign was to communicate the benefits of the product, which included the fact that it was especially formulated for African skins and provided 48 hours moisturisation.
The messaging was communicated via a number of strategically linked marketing elements including in-store activations, mall stands and giveaways. The activations fitted seamlessly with the mall and in-store environments and attracted thousands of consumers from the target audience.
The messaging on each activation element was strong, clear and communicated the brand promise. Furthermore, the well-groomed, attractive brand ambassadors fitted perfectly with the brand and product image. The campaign not only created awareness around the product but generated substantial sales.