Creative Execution

The campaign process: 1. Microsite: Gathering Mother’s Stories Firstly, Facilitating people to share stories in microsite. Two best stories produced into cinema short movies. 2. On-ground: Expressing The 1st “I Love You Mom” As if nothing the 2 winners took their mom to the cinema. After 2 movie trailers, they watched the short movie which shows the real story of the winners’ mothers. Afterward, the winner stood up and directly said “I love you” to the mother in front of everyone. 3. Youtube: Inspiring Indonesians The precious moment captured in the video was published on Youtube and amplified through social.

Total engagement is 111,468 (3x higher than estimated engagement) Total video views is 1,214,809 (41% higher than paid planned views) Total impression reached up to 78,437,992 (6,7% higher than estimated impressions) #PSILoveYouMom became Twitter Trending Topic on Indonesia Mother’s day. NIVEA become The Highest Recalled Brand & The Most Associated Brand with Mother’s Day among its other skincare brand during end of 2014 (Source : TNS digital evaluation Dec, 2014 ). P.S. I LOVE YOU MOM campaign became The Best Campaign in NIVEA Advertising Global Award 2015.

Though has been years in Indonesia market, NIVEA is still lacking in their prompted awareness and brand experience. P.S. I LOVE YOU MOM campaign changed this. A mother’s day campaign was created which focused more into what the brand stands for instead of product features, bringing NIVEA to the highest recalled brand among its competitor afterwards. Based on the insight that Indonesian people has difficulty saying ‘I LOVE YOU’ directly to their moms, we want to enable and inspire people to do it for the first time. However, to make people change their behavior is never easy. To achieve this, we believe showing is more effective than just telling. By showing real expressions from mothers who for the first time hear the words “I LOVE YOU” directly from their child, we hope to touch Indonesians’ heart and inspire them to start saying ‘“I LOVE YOU” to their mothers.