Nivea celebrates the love month through a national integrated campaign and by launching a limited edition of Nivea Creme. The local communication campaign – “Share the love with Nivea” – is realized and coordinated by Draftfcb.
The campaign includes classic media channels – TV and print – but also digital channels, through www.impartaseste-dragostea.ro website, combined with non-conventional advertising activities and PR.
In February, people are celebrating love, sharing unforgetable moments in unforgetable places. Nivea campaign promotes the limited edition of Nivea Creme Valentine’s among youth, with accent on the idea of offering. That is why, starting February 1st, Nivea invites people to fill in “the love map”, on campaign’s website, giving the participants the chance to win different prizes for their better half or even a collection Beetle.
The advertising campaign includes creative executions for TV and print. The visuals were made to surprise Nivea’s spirit and remind of special places and moments for everyone, but also focus on the limited edition of cream.
In what concerns the unconventional advertising, during the entire campaign, couples of lovers in Bucharest can enjoy a free ride with Nivea’s Love-Mobile, after they book it with a call to 072111Love. The rides will take place between February 1st-28th, Fridays to Sundays, between 10.00-23.00.
Also, Nivea’s promoters will ofer an extra chance to consumers in order to win the prizes, by filling in campaign’s flyers.
Nivea is a brand that speaks about universal values to a public from which no category can be excluded. The care for skin means touch and touch means love. That is why Lovers Day fills in normaly in Nivea’s calendar and is celebrated by a pleading for shared love, for unconditional love proofs, for that “public display of affection” that makes us happy
Creative Director Draftfcb Bucuresti
From Beiersdorf Romania, the team working on this campaign includes Erik Hageleit (General Manager), Alina Radu (Group Brand Manager Skin Care) and Clara Mericoffer (Junior Brand Manager).
Draftfcb’s team that realized and coordinates the campaign includes Claudiu Dobrita (Creative Director), Tudor Pop (Copywriter), Radu Ghitescu (Senior Art Director), Alexandru Hariga (Digital Art Director), Sorina Pirlea (BTL & PR Director), Laurentiu Cluve (BTL Manager), Mona Dadu (PR Manager), Andreea Constantin (Senior PR Executive), Ana-Maria Oila (Account Director), Daniela Zaman (Account Manager), Raluca Lupu (Senior Account Executive) and Miruna Macsoda (Account Executive)
The media planning&buying for the campaign was realized with MEC Romania, by Elena Muntean (Media Director), Mihaela Bunea (Media Planner), Lavinia Dutescu (Media Planner) and Cristina Apostolescu (Interaction Planner).
The Facebook implementation was made by Republika, that assigned for the campaign a team including Stefania Kadima (Online Strategist Director ), Radu Naghel (Project Manager), Cosmin Merisescu (Chief Technical Officer), Nicolae Codreanu ( Senior Flash Developer), Ion Ungureanu (Senior Web Developer) and Stefan Poschina (Senior Web Developer).
Draftfcb resulted following a merger between one of the oldest advertising agencies in the world – Foote Cone & Belding (FCB) – and Draft – one of the most powerfull marketing agencies. In 2006, Interpublic Group decided to merge, at international level, FCB and DRAFT, becoming Draftfcb. The company has over 9,500 employees worldwide and a network of 180 branches in 110 countries. In Romania, Foote Cone & Belding (FCB) has over 10 years of activity.
In Romania Draftfcb’s portfolio of clients there are companies such as Beiersdorf (NIVEA, Eucerin), Fashion House Outlet Centre, Focus Sat, JTI (Camel, Glamour, Sobranie), Kika, Kraft (Oreo, Tuc), Lavazza, Philips, Recolamp, SCA Hygene (Zewa), Ursus Breweries (Redd’s) and Vodafone.