The Drum Awards Festival - Official Deadline

-d -h -min -sec


By John Glenday, Reporter

February 14, 2013 | 1 min read

Cosmetics brand Nivea has teamed up with Agency Republic to launch an interactive YouTube Valentine campaign to promote their new Stress Protect deodorant brand.

Following Emily, a girl on a first date with her dream guy, the video invites viewers to increase the putative couples stress levels by clicking on various objects around a restaurant.

This initiates a number of pre-scripted events including ‘some slapstick, some sexiness, and even a scary stalker’.

NIVEA’s marketing director, Neil George, said: “We are really proud to be associated with such an innovative piece of work that will help us draw younger women into the brand. It’s bursting with personality and humour and shows the true potential of digital to connect with our audience.”

NIVEA’s Senior Brand Manager, Stephen Byrne, said: “It’s been really exciting to work on this project and I fully expect NIVEA Stress Protect to be a hugely successful product launch. Its innovative concept, tapping into a real consumer insight, will help give users the confidence to perform in even the most stressful situations.”