The Safe
Beiersdorf
Issue 36 | October 2015
Agency
Wunderman Portugal
Creative Team
Creative Director: Luís Coelho Copywriter: Luís Coelho Art Director: Andreia Constantino
Production Team
Client Manager: Filipa Penha, Costa Production Director: Miguel Figueiredo Production Manager: José Maria Oliveira Account Director: Olga Orfão Account Executive: Tiago Esteves General Manager: Jorge Castanheira Courier: Joaquim Matos
Date
February 2015
Background
The task was to launch the new NIVEA MEN Crème, a revolutionary product for men's skin care — it's the famous NIVEA blue tin, but now for men. Without revealing details about this new product, NIVEA wanted to generate buzz and curiosity and get the right people to start talking about it, especially before the official launch. NIVEA wanted to create a teaser that would increase conversations around the brand and launch.
Idea
Someone once said: "If you want to tease someone, put the thing they want right in front of them and don't let them touch it". So, five days before the launch the new product, NIVEA MEN Crème, was placed inside a safe sent to a select target that would be interested in the product. The target is always eager to be among the first to try every new product on the market. And they knew NIVEA MEN was up to something. The idea was to boost their curiosity and make them start talking immediately about the brand, even before they knew what the product was. The safe had a timer set to open on the official launch date. Until then it remained closed without revealing its content. This was the perfect way to get the target talking about the brand for more time, leading to more media coverage for NIVEA MEN.
Results
Getting the attention of bloggers and the press is not always easy. And getting them to talk about brands or products without paying them is even more difficult. With the safe, they not only got them talking about it once, but at least twice. Even before the launch and without knowing anything about the new product, the brand got the attention of everyone and the safe got into the target's social media platforms. Everyone was trying to guess what was inside. On Facebook, Twitter, Instagram and blogs, everyone that received the safe talked about it that day and throughout the five days preceding the reveal. When it opened, the conversations continued, with new photos, films and messages on social and print media. In addition to the product, the safe was also featured on the news and social media. Everyone who received the safe talked about it at least twice — on the day they received it and on the day it opened. The campaign had an ROI of 700% with 7x over the investment on earned and spontaneous media coverage.