Good Investment for Their Skin (German)|海报/平面|广告营销案例【ADGuider广告指南】

对皮肤的良好投资 (德语)

案例简介：

对皮肤的良好投资 (德语)

案例简介：This campaign aimed to establish NIVEA FOR MEN DNAge anti-wrinkle cream successfully while facing a general face care market saturation. In order to grow, NFM had to break into the single anti-age product segment as soon as possible. The product was ready: DNAge, an anti-wrinkle cream based on a tried and tested female product of the same name. Yet, by 2008, the market had lost almost all its momentum and was becoming saturated. This presented NFM with a two-fold, contradictory challenge: on the one hand, male non-users of the category thought of anti-age as quite pointless and âfemale beauty stuffâ; on the other hand, the campaign also had to attract existing users of anti-age. Nivea established one main objective: successfully launch DNAge in the male anti-age market. A minor goal was to increase overall brand reach by targeting men aged 25 to 55. They are demanding and expect performance and quality from themselves as well as from the brands they use. Although they all care about a well-groomed appearance, that doesnât mean that they care about beauty or anti-age. For those few who care, a nice appearance is simply a must to being successful in life and above all, in business. With great focus on the media topics most relevant to our target like job, finance and news, Nivea needed to create short-term but impactful media pressure in mass media internet, TV and press. The benchmark was truly ambitious. Yet, the DNAge campaign exceeded all expectations, achieving a highly competitive position right from the start. In the first year of launching the campaign, sales rose up to over â¬2 million per country. In both countries, DNAge managed to attract new consumers to the market. Ultimately, it turned out that DNAge did not only profit from market growth but was indeed its most important growth driver. The goal to finish level with the bestselling product in the market was outperformed and DNAge clearly took over market leadership in anti-age in France and managed to gain back market leadership in its home country, Germany, by pushing back its main competitor to a comfortable distance. ========== ========== 【信息备份】英文标题 "Good investment for their skin (German)" 广告公司 draftfcb 广告公司城市 Hamburg 广告公司 OMD Germany, DÃ¼sseldorf 广告客户 Beiersdorf AG 客户品牌 Nivea for Men Product Name Men's cream 行业类型 Creams, Lotions, Milks, Tonics, Makeup Removers 投放国家城市 France, Germany 广告公司国家 Germany 作品语言 German 媒体类型 Print 奖项 EURO EFFIES, 2009 (Bronze) for FMCG 【简介备份】 Description / Synopsis SUMMARY: This campaign aimed to establish NIVEA FOR MEN DNAge anti-wrinkle cream successfully while facing a general face care market saturation. In order to grow, NFM had to break into the single anti-age product segment as soon as possible. The product was ready: DNAge, an anti-wrinkle cream based on a tried and tested female product of the same name. Yet, by 2008, the market had lost almost all its momentum and was becoming saturated. This presented NFM with a two-fold, contradictory challenge: on the one hand, male non-users of the category thought of anti-age as quite pointless and âfemale beauty stuffâ; on the other hand, the campaign also had to attract existing users of anti-age. Nivea established one main objective: successfully launch DNAge in the male anti-age market. A minor goal was to increase overall brand reach by targeting men aged 25 to 55. They are demanding and expect performance and quality from themselves as well as from the brands they use. Although they all care about a well-groomed appearance, that doesnât mean that they care about beauty or anti-age. For those few who care, a nice appearance is simply a must to being successful in life and above all, in business. With great focus on the media topics most relevant to our target like job, finance and news, Nivea needed to create short-term but impactful media pressure in mass media internet, TV and press. The benchmark was truly ambitious. Yet, the DNAge campaign exceeded all expectations, achieving a highly competitive position right from the start. In the first year of launching the campaign, sales rose up to over â¬2 million per country. In both countries, DNAge managed to attract new consumers to the market. Ultimately, it turned out that DNAge did not only profit from market growth but was indeed its most important growth driver. The goal to finish level with the bestselling product in the market was outperformed and DNAge clearly took over market leadership in anti-age in France and managed to gain back market leadership in its home country, Germany, by pushing back its main competitor to a comfortable distance.