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MEC India | Beiersdorf | Spotlight
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| Nivea Soft, a moisturising cream, was struggling to make an impact in the market. The client naturally wanted to raise brand awareness,
but was outspent by its competitors in conventional media. A creative solution was called for, and the Stay Simply Beautiful competition
was the result. Camera crews roamed selected cities, inviting young women to take part. Their interviews were screened during intermissions
at cinemas, with a microsite allowing the public a vote. Nivea Soft saw a 45% increase in sales, and soon became India's best selling
moisturising cream. |
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