Modern Marketing

Nivea gets shoppers to try out its In-Shower Body Moisturiser in experiential campaign


By Natalie Mortimer | N/A

March 12, 2015 | 3 min read

Nivea has invited shoppers to try out its In-Shower Body Moisturisers in an experiential campaign as it looks to dispel confusion around how the product works.

The activity, developed by Space, is running at Birmingham’s Bullring Shopping Centre and Bluewater in Kent throughout March, and offers shoppers the chance to try out the product in frosted showers.

Those willing to take part will receive a kit consisting of swimsuit, flip-flops, shower caps, robe and towel, as well as a £20 shopping voucher as a reward. For those who prefer a less ‘full-body’ experience, the installation will include sinks for hand-testing of the product.

Victoria Westwood, brand manager for Nivea, said: “The Space team has created a fun and innovative activity to educate people on the simplicity of using this game-changing product that will educate and entertain as well as stand out in the busy shopping environment. This high impact, slightly daring initiative will help the brand communicate directly and live with shoppers."

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The promotional activity which is part of a multi-channel campaign, supported by FCB, MEC and Porter Novelli, will see an estimated 100,000 50ml samples of the product handed out together with money-off vouchers for purchases in Boots.

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