What began in 1911 as NIVEA Creme is today a huge brand family with over 500 products. Over the decades, NIVEA has developed many innovative skin care products, and the innovations keep on coming. They have a very clear vision to be the No. 1 Skin Care company in their relevant categories and markets. The essence of NIVEA’s corporate culture has changed very little, they have always been a business that believes in the importance of care.
After understanding the huge global reach that we could offer, NIVEA decided that having their branding and messaging seen in one of the biggest football leagues in the world could enable them to increase brand awareness and sales within the South American market, enhance customer relations and successfully launch a new product. And so, the brand elected to kick-off their La Liga campaign.
La Liga attracts fans from all over the world, with a global cumulative audience of over two billion. To reach this audience, we use ground-breaking Digital Billboard Replacement (DBR) technology to tailor billboard advertising to geographical regions.
With the use of DBR technology, we were able to geo-target NIVEA’s message to the audience in South America, and therefore personalise their advert specifically to that region. The perimeter board advert we designed utilised NIVEA’s brand colours with a clean, dark backdrop allowing for the light-coloured typeface to be clearly visible.
With our help NIVEA were able to build on their recognisable brand simply from the appearance of their logo and a key message which went out to millions of viewers within the South American region.
Advert designs used during the campaign
The campaign successfully enhanced customer relations which in turn increased trust and willingness for new and existing consumers to buy NIVEA’s products. Many of NIVEA’s clients contacted them to congratulate them on their advertising at the Barcelona and Real Madrid La Liga games.