Shanghai — September 3, 2008 — AGENCY.COM has launched a new online campaign celebrating “Healthy Living” to promote Nivea Visage’s new Oxygen Power skincare range (www.nivea-oxygen.com.cn).
“Oxygen Power” is an innovative new Nivea Visage skincare product that infuses 15% more oxygen into womens’ skin, boosting cell renewal, so their skin is more resistant to daily stress factors.
Instead of focusing only on the product benefits, AGENCY.COM widened the conversation to focus on oxygen’s role in maintaining a healthy lifestyle. Content created by AGENCY.COM for the site promotes oxygen-rich foods, exercises that enhance your breathing, outdoor activities, and oxygen-enriching spa treatments.
The interactive centerpiece of the “Oxygen Power Healthy Living” minisite is a customizable e-magazine that allows women to upload their photo and become the “Rayli Beauty” covergirl.
AGENCY.COM partnered with the popular women’s fashion magazine, Rayli, to provide several magazine cover templates for users to choose and customize. Each magazine also includes 10 content pages of which 6 are customizable.
The e-magazine customization process requires women to also answer a few questions related to their healthy living lifestyle, such as the kind of exercise they do, the types of food they eat, etc. Their answers determine which “healthy living” advice columns populate the e-magazine. The articles are personalized with the user’s name and additional photos uploaded by the user.
Website visitors are able to view all user-generated e-magazines and can forward their magazines to their friends.
The campaign site also includes online quizzes that rate your health, a Healthy Living expert’s blog where visitors can have their skincare & lifestyle questions answered, product FAQ’s, and massage techniques that allows you to get more out of the Oxygen Power product range.
Anyone who signs-up for the weekly Nivea Oxygen lucky draw on the site has a chance to win either an Oxygen day cream or a night cream, valued at over RMB 120 each.
Data captured from the eMagazine customization, health quiz and lucky draw allows Nivea to segment existing and potential customers for future promotions.
The media planning for the campaign was also handled by AGENCY.COM. Traffic is driven to the site by display advertising and integrated advertorial across Rayli, Sohu, Onlylady, MSN and Tianya.
|
