Scatter plan: Campaign for Nivea Hair Care & Styling
On behalf of Nivea Hair Care & Styling, the BTL agency Streuplan designed and implemented a three-phase integrated campaign. In the first phase, members of the target audience were approached spontaneously on the street and invited to participate in a blind test.
The aim was to find out how the participants rate the products regardless of the influence of the brand. The summary of the blind tests and the individual blind tests in the video can be viewed at here can be viewed. In the second phase, the results will be communicated. This will take place via leporellos on all Nivea Hair Care & Styling products in stores and a cooperation with H&M. Mirror stickers will be placed in all wardrobes and attractive product samples will be given away with purchases of CHF 30 or more. The outer packaging of the product samples invites you to take part in the product evaluation via SMS. NIVEA Hair Care & Styling is giving away a styling weekend in London and other prizes to all participants.
The third phase involves a national online campaign that includes the videos (rich media) and is aimed at the Special Site leads.
Responsible at Beiersdorf: Sarah Larwood (Marketing Manager), Alexandra Pei (Brand Manager). Responsible at Streuplan: Christoph Oertli (overall responsibility), Sabrina Hardegger (consulting), Stefanie Fink (AD). Responsible at Future Lite: Claudio Catrambone (film production). Responsible at 316tn: Stephan Kalt (Web).
