Nivea's 'Dare to Dip' campaign hits the road with mobile pool party experience
Following on from its Covent Garden launch event in May Nivea is taking its ‘Dare to Dip’ campaign on the road.
The second phase of the campaign – which centres around the belief that you feel good in your skin when toy have the confidence to live life to the fullest – sees the mobile pool party or ‘Nivea Dip Skip’ touring across Northern Europe.
The integrated campaign includes TV, print, OOH, radio and online as well as social media activity asking women to vote for a glammed up Nivea Dip Skip to come to their city, supported by a mini Dip roadshow of popular postcodes.
“Hundreds of women were able to take a once in a lifetime dip in Covent Garden but we wanted to spread confidence to even more women across Europe. The Nivea Dip Skip is an urban object imbued with Nivea care. It's not often you'd get to take a dip in a daringly public town centre location,” commented Jo Wallace, creative director at lead agency Draftfcb.
Neil George, marketing director, Beiersdorf Northern Europe commented, “The ‘Dare to Dip’ platform was conceptualised by the team to enhance Nivea’s heritage of trusted skincare as well as the confidence of millions of women across our region. We are excited to see that thousands of women have embraced Nivea’s ability to boost their natural confidence. The results of this wonderfully executed campaign have been simply fantastic.”
So far in Northern Europe the Dip Skip has been on hand to reward competitors at the finish line of the Femina Run and refresh festival goers at a pamper area of the Way out West festival in Sweden. The campaign itself is supported by a multi-agency partnership including Jack Morton Worldwide, global brand experience agency; a partnership with Bauer, brokered by MEC; social media and community management by Agency Republic; as well as a consumer PR drive by Zeno Group London.
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