Mall Domination For Nivea
Adrian J Cotterill, Editor-in-Chief
This year Beiersdorf were looking to build their credentials in the performance anti-age skincare category for their Nivea brand by launching their new ‘Cellular Anti-Age Day Cream.’
As with any launch of this size, Nivea’s objective was to create mass awareness around the new product range, ultimately generating a high level of sales at launch as well as distinguishing the brand from its competitors.
Targeting women aged between 40-60 years of age, shopping malls were identified as a key area for Out Of Home (OOH) activity that complemented other media used (TV, VOD and Print), and increased visibility in the crucial point-of-sale environment, delivering a greater level of cut-through at the point of decision-making and creating direct touch points for target consumers – with the shopping mall environment delivering an audience of 68% females and around 45% aged 40+.
Operating within a network of 80 of the UK’s top 100 shopping mall locations, shopping mall media specialists Limited Space provided Nivea with a national platform that delivered the required reach, impact and audience. Hand-selecting 17 key malls across the country, all offering domination through multiple Limited Space formats, Nivea were able to plan their campaign strategically around the highest footfalls and proximity to Boots stores – supporting the product’s exclusivity launch contract with the health and beauty retailer, as well as acting as a key driver to in-store promotions.
Teaming up with MEC and Kinetic Active, a comprehensive campaign concept was developed that would see brand domination across Limited Space’s entire product portfolio. Leading with Nivea’s unique ‘cellular structure’ design, the campaign ran across both static and digital formats including a national network of Digital Showcase Media (DSM) screens in 8 of the UK’s top shopping centres – giving the Nivea activity a distinctive digital footprint.
Creating a unique brand experience for its advertiser, the DSM sites all featured a bespoke advertising vinyl wrap which featured the ‘Cellular’ creative, full audio and ‘Ultra HD’ quality screen output – generating a multi-sense brand promotion that perfectly complimented the wider mall activity. Through using these large-scale digital screens, Nivea brought their TV advertising spots into the retail environment, amplifying the memorability of both media used and targeting shoppers closer to the direct point of purchase, creating an explicit link between ‘seeing’, ‘wanting’ and ‘obtaining’.
Supported by the entirety of Limited Space’s product portfolio, the multi-channel Nivea campaign also dominated the environment via eye-catching media across lift doors and their surrounding sites (Adlift); hanging banners and lift shafts (Panoramic) and a bespoke ‘ceiling banner’ – a completely new media format – that stretched out to suspend the Nivea Cellular branding across the entire atrium space between two floors of the Bullring mall in Birmingham – targeting shoppers from both above and below.
Independent research showed that of those who recalled seeing the advertising, 58% said they were more likely to purchase Nivea Cellular in the future, with 54% also more likely to recommend to family and friends – generating an additional advertising channel through ‘word of mouth’ and helping to increase Nivea’s standing and profile against its competitors.
Using a combination of advertising formats within a captive environment meant Nivea were able to create a domination takeover of each mall, ensuring their new product range and ‘cellular’ creative were top of mind with shoppers at a crucial moment in the path to purchase, whilst bespoke standout and digital executions such as the Atrium Banner and DSM screens helped to drive intrigue in the campaign by creating unique brand experiences that had never been seen before.
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