Shanghai — November 4, 2008 — TBWA\ and AGENCY.COM have launched Nivea’s biggest campaign in China to date, for the new Nivea Visage “Sparkling White” product range.
Skin whitening is an important and hotly contested skincare segment in China, making up over 35% of total skincare category.
The “Sparkling White” campaign unveils Nivea’s enhanced Whitening product line-up, with several new product innovations such as diamond-shaped crystallites that enhance the whitening process, a whitening mask, and attractive new packaging design that departs from the familiar Nivea blue bottle with bold white and pink colours.
The campaign is running across TV, OOH, print and online. The TVC shows a couple shopping for their engagement ring. The “sparkling white” effect of the Nivea Visage cream is likened to the sparkling radiance of the diamond.
In line with Nivea’s multi-dimensional concept of beauty, the campaign tells consumers they will sparkle not only because their skin is radiant white, but because they sparkle in all facets of life.
The “Sparking White” minisite (www.nivea-sparkling.com.cn) plays a central role in delivering this appeal to “sparkle from every dimension”.
A special diamond-themed photo album allows visitors to upload several glamour photos representing their multi-dimensional beauty. The photos are stored within a 3D diamond, and are revealed when a light is passed through the diamond. Users can forward their diamond photo album to their friends, and visitors are able to view all the user-generated galleries.
The campaign site also includes a “sparkling white” manifesto and product usage tips. The manifesto explains how you can sparkle in life with healthy recipes, instructions for home spa treatment and massage techniques.
In addition, visitors can take part in online lucky draw by entering their email addresses. Ten winners will be selected each week to win one of Nivea Whitening’s products.
The second phase of Nivea’s Whitening campaign is expected to launch early in 2009 and will feature celebrity bloggers. These bloggers will engage consumers in an open dialogue about how to sparkle in all dimensions of life.
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eugene.chew@agency.com
Agency.com
(+86) 21 3353 1215
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