Creative Execution

Piecing these insights together, we leveraged accelerometer technology to create a game that would require users to lift up their arm to adopt a throwing position. The joy of a successful throw was quickly met with an awkward message, questioning whether the user was confident about raising their arms. The user journey ends with an introduction to the product as the 'solution' to problematic perspiration stains and highlighted the availability of the product at their nearest retail point, closing the loop on sales This highlighted how simple acts, which consumers do not consciously think about, might lead to embarrassing situations.

The campaign was a great success with an incredible 85% engagement rate, outperforming Celtra's Global benchmarks for expandable banners which is 14.5%. Overall, we did not stain our reputation. The client saw a 4% increase in sales in Singapore as a result of this campaign. Not only that, this product achieved the highest market share in the total male deodorant category during the campaign month, claiming 48.2% of sales, cementing Nivea as a serious player in the Male deodorant market.

In our tropical climate, it's easy to find a demand for deodorant and anti-perspirant. But to fully engage our consumer, we needed to highlight and bring forth the issue of armpit stains and make them aware of it. Men who are active, working and image conscious enough are probably bothered by how unsightly armpit stains can be; regardless of whether the stains are caused by perspiration and/or other deodorant products. We identified a channel that would be with them 24/7, something that was personal and they constantly depended on. Something which was non-invasive, but yet able to carry forth the product features and benefits to them. With a 150% mobile penetration, a mobile approach made the most sense. Our strategy was: “Exploiting the most personal medium to highlight a personal problem. Causing pain through a game to emphasise stains”. We deployed a clear execution to deliver this personal message.