Helvetic beauty care
Cosmetics TBWA Zurich adapts Beiersdorf's communication in Switzerland for the launch of Nivea Visage DNAge.
Cosmetics TBWA Zurich adapts Beiersdorf's communication in Switzerland for the launch of Nivea Visage DNAgeThe challenges of a Swiss agency in supporting an international client are constantly growing. The integrated communication presence of Nivea Visage DNAge shows how to create a tailor-made communication package for the local market using international source material. "The cultural, linguistic and target group-specific approach plays a central role, especially in the highly segmented cosmetics market," says consultant Christina Maron from TBWA with conviction. With this in mind, the above-the-line measures could and had to be adopted from the international campaign. Below the line, however, a great deal was new and specifically adapted to the Swiss market. "The focus of the consultation seems much more important to us here," explains Monika Feusi, Brand Manager Nivea Visage at Beiersdorf. Only the efficient networking of selected above-the-line communication media with targeted one-to-one measures will lead to the planned impact.
The aim of the Nivea Visage DNAge campaign was clear: every woman in Switzerland aged between 35 and 55 should be aware of the new Nivea Visage anti-ageing skincare product and immediately know that it is "a scientific breakthrough", as Feusi explains. The campaign kicks off with three eye-catching 30-second TV spots plus a 10-second reminder spot.
Highly coveted minisizesThe print campaign started with a banderole and a 6-page gate folder, followed by 3D lenticular cover images - "a strong eye-catcher that is rarely seen in the Swiss advertising landscape", as CD Armin Korf believes. Subsequently, advertisements with product samples will appear in various formats.
The coveted mini-sizes as product samples are also packaged exclusively for Switzerland in small, transparent cell balls. A lucky number serves as an active integration element that navigates the consumer to the Nivea website to check the prize. At the POS, gallery cards with a flip-book effect and integrated product sample sachet create the desired attention-grabbing effect in Switzerland only.
Prior to the product launch, TBWA Zurich created an informative PR folder that was sent to all relevant press offices in Switzerland.
Andreas Panzeri
The aim of the Nivea Visage DNAge campaign was clear: every woman in Switzerland aged between 35 and 55 should be aware of the new Nivea Visage anti-ageing skincare product and immediately know that it is "a scientific breakthrough", as Feusi explains. The campaign kicks off with three eye-catching 30-second TV spots plus a 10-second reminder spot.
Highly coveted minisizesThe print campaign started with a banderole and a 6-page gate folder, followed by 3D lenticular cover images - "a strong eye-catcher that is rarely seen in the Swiss advertising landscape", as CD Armin Korf believes. Subsequently, advertisements with product samples will appear in various formats.
The coveted mini-sizes as product samples are also packaged exclusively for Switzerland in small, transparent cell balls. A lucky number serves as an active integration element that navigates the consumer to the Nivea website to check the prize. At the POS, gallery cards with a flip-book effect and integrated product sample sachet create the desired attention-grabbing effect in Switzerland only.
Prior to the product launch, TBWA Zurich created an informative PR folder that was sent to all relevant press offices in Switzerland.
Andreas Panzeri
