Nivea Doll|短视频|广告营销案例【ADGuider广告指南】

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已切换成原语言，点击可翻译成中文

妮维雅娃娃

案例简介：简要解释妮维雅娃娃是一种对紫外线敏感的玩具，旨在让孩子们更容易接受防晒霜。促销活动是在里约热内卢的一个海滩上进行的，在那里我们分发了包含一个紫外线敏感娃娃和一管妮维雅太阳儿童防晒霜的套件。客户简报或目标我们面临的挑战是通过行动来传达皮肤保护的好处，这些行动可以与目标观众建立情感联系。孩子们去海滩玩耍，而不是其他。对他们来说，戴上防晒霜是浪费时间。因此，我们的解决方案是把涂抹防晒霜的行为变成乐趣的一部分。结果妮维雅娃娃把防晒霜变成了海滩上最有趣的活动。一旦孩子们明白了玩具在暴露在阳光下的反应，他们立即开始意识到防晒霜的应用是不可或缺的。更重要的是，我们已经达到了惊人的参与度: 孩子们像父母一样照顾娃娃,顺便说一句，他们的父母也加入了这个游戏，妮维雅娃娃是去年夏天的成功，仍然是一个非常受欢迎的玩具。分发了 500 多个娃娃，直接接触 700 多个家庭，海滩上总共有 30k 多人 (在一个典型的夏日, 超过 1Mio 人享受里约大都会的海滩)。相关性妮维雅娃娃是一种对紫外线敏感的玩具，暴露在阳光下会变成红色，以帮助孩子们了解佩戴防晒霜的重要性，让父母的生活变得更轻松。这次行动包括一辆沿着里约热内卢伊帕内马海岸线行驶的货车,分发妮维雅娃娃套件，其中包含一个紫外线敏感娃娃和一管妮维雅阳光儿童防晒霜。这些家庭的反应被视频捕捉到了。机密信息不适用。

妮维雅娃娃

案例简介：Brief Explanation NIVEA Doll is a toy that is sensitive to UV rays, created to make children more accepting of sun block. The promotional action was conducted at a beach in Rio de Janeiro, where we handed out kits containing a UV sensitive doll and a tube of NIVEA Sun Kids sun block. Client Brief Or Objective Our challenge was to convey the benefits of skin protection through actions that could create an emotional connection with the target audience.Children go to the beach to play, and nothing else. To them, putting on sun block is a waste of time.Therefore, our solution was to turn the act of applying sun block into part of the fun. Outcome NIVEA Doll turned the act of applying the sunblock into the funniest activity at the beach. As soon as children understood how the toy reacted when exposed to the sun, they immediately started realizing that the sunblock application is indispensable.More than that, we’ve reached an amazing level of engagement: children took care of the dolls like their parents take care of them, by the way their parents joined the play as well, and NIVEA Dolls was the success of last summer, and still a very desired toy. More than 500 dolls were distributed, reaching directly more than 700 families and in total more than 30k people at the beaches (in a typical summer day, more than 1Mio people enjoy the beaches in Rio metropolis). Relevancy The NIVEA Doll is a toy that is sensitive to UV rays and turns red when exposed to the sun in order to help children learn about the importance of wearing sun block and make parents’ lives easier.The action included a van that drove along the Ipanema coastline in Rio de Janeiro, handing out NIVEA Doll kits containing an UV sensitive doll and a tube of NIVEA Sun Kids sun block at different beaches. The families’ reactions were caught on video. Confidential Information Not applicable.