The Brief

With massive communication and competition in Thailand’s men facial products, our challenge was to introduce Nivea Men 3D Anti-Aging Serum to young adult men with an engagement message of the advanced technology developed by Nivea Men 3D effectively help removing the 3 dimensions of wrinkles. Our target customers: Bangkok/urbanite men in Thailand, loves to be connected with his mates by socializing and hanging out, but on the other hand, they realized on the importance of keeping on the good/young look that gives him more opportunities in their lives.

Describe how the promotion developed from concept to implementation

We launched the first-time ever Serum Party exclusively for men under the theme, “Limit the wrinkles, but not limit the fun”. We started with Serum Party’s VDO-teaser leading the guys to upload their face picture via Facebook Application to win party tickets. At the party, we used 3D Face Mixer app to scratch out wrinkles from submitted face images mixing them with the music played by 2 local female DJs followed by a mini-concert by renowned vocalist from The Voice Thailand. Our party ended in the morning with free give-away Nivea Men 3D Anti-Aging Serum for every guy to use.

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

In less than a month-time, the campaign resulted in having more than 3.2-million impressions on video teaser. Additionally, the campaign hit its record by receiving 8,638,0000 reaches through free PR – of which value is remarkable as 4 times-higher than the original investment. The campaign received massive interest of applicants by 11,142 clicks. Lastly, other than the original 100 chosen guy,225 additional lucky men were picked to be part of the party at the renowned nightclub, Route 66, where everyone received an extra set of Nivea Men 3D Anti-aging Serum proving themselves being worry free about the next day.

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

Our target for Nivea Men is Thai men who love partying or hanging out with friends. They are not the ones who go straight home right after work. Our research also confirms that they want to have fun – not just by balancing, but maximizing both sides of life (professionally and personally) without worrying about wrinkles. We also found that foam party is one of the party they like. With Nivea Men 3D Anti-Aging Serum, we ditched the foam party and created the better, first-time ever, Serum Party and demonstrated the product benefit through the party that they love.