Cannes mobile winner case study: Nivea
Nivea's Protégé sunscreen ad won the mobile category at the Cannes Lions International Festival of Creativity. Here's why it did so well.
Nivea's Protégé sunscreen ad won the mobile category at the Cannes Lions International Festival of Creativity. Here's why it did so well.
Nivea’s sunscreen ad, created by FCB Brasil, confidently and innovatively blends traditional mediums of advertising with new technology.
The ad came in the form of a magazine advert for the screenscreen, which contained a strip that could be torn out and turned into a bracelet for a young child. A specially designed app, Nivea Protégé, linked to the bracelet and let you set a distance that your child could wander before an alarm was triggered. The ad was placed in magazines that went to young mothers living near Rio de Janeiro’s beaches.
The ad was really successful, with a 62% increase in Nivea sales in Rio. Creating apps and introducing technology never work without the root of a good idea, and this is a perfect example of how a good idea has been adapted with mobile.
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