Nivea has launched its latest anti-aging product, Nivea Cellular, with an outdoor campaign including a branded ceiling panel installed at the Birmingham Bullring.
Planned and bought by MEC via Kinetic and Limited Space, outdoor media activity takes place at 18 key malls across the UK, including Westfield London, to reach core audiences in a retail environment.
Lucy Croxford, business director at MEC, said: “We are delighted to have been a part of this innovative piece of work for Nivea. We understood the importance of breaking through the clutter with this campaign, and we are confident that our planned activity will work well alongside the press and TV activity to effectively reach and engage with Nivea’s target audiences.”
Outdoor will be supported at launch with TV and press activity that will run from late January to March.
The 30 second TV ad was created by Draftfcb and will promote the product’s placement in Boots stores.
Sophie Rock, face care brand manager at Nivea, said: “This is the biggest Nivea anti-age launch for more than five years so creating an impact was key for us in this campaign. Placing our advertising creative in so many key locations means customers are certain to encounter the activity while they shop. MEC and Limited Space really impressed us with their ambition for the project, and we’re looking forward to seeing the results of this exciting activity.”
Press activity will include display pages (DPS and FP), online brand extension with key titles, and sampling.