Draftfcb creates escalator ad for Nivea deodorant
The advertising agency Draftfcb has created an escalator campaign for the launch of the new Nivea deodorant. Escalator users are gradually made aware of the product in shopping centers.
The Walliseller advertising agency Draftfcb has developed a nationwide escalator campaign in shopping centers for the launch of the new Nivea deodorant "Double Effect". In addition to the usual protection against perspiration, the product is designed to ensure that users' underarm hair can be shaved more thoroughly, making shaving less necessary.
Escalator users in department stores should be made aware of these characteristics: Every few meters, a sticker tells them to wait. They find out what they should wait for at the end of the escalator, where a Nivea promoter hands out sachets of the deodorant.
As part of this deodorant launch, Draftfcb also adapted the commercials and posters from the international campaign and developed further below-the-line measures.
Responsible at Nivea: Daniel Münster (Group Brand Manager), Lucia Zosso (Brand Manager).
Responsible at Draftfcb: Nicolas Vontobel (CD), Frédéric Nogier (AD), Ivan Madeo (text/concept), Nicole Cannabona (DTP), Gabrielle Lommel, Flurin Hardt (consulting).
Escalator users in department stores should be made aware of these characteristics: Every few meters, a sticker tells them to wait. They find out what they should wait for at the end of the escalator, where a Nivea promoter hands out sachets of the deodorant.
As part of this deodorant launch, Draftfcb also adapted the commercials and posters from the international campaign and developed further below-the-line measures.
Responsible at Nivea: Daniel Münster (Group Brand Manager), Lucia Zosso (Brand Manager).
Responsible at Draftfcb: Nicolas Vontobel (CD), Frédéric Nogier (AD), Ivan Madeo (text/concept), Nicole Cannabona (DTP), Gabrielle Lommel, Flurin Hardt (consulting).
