Nivea offers shoppers in-mall showers
Monday March 16, 2015 at 3:01pm
Shoppers are being offered the chance to try NIVEA In-Shower Body Moisturiser products for themselves, with shower cubicles and changing rooms being installed at Birmingham’s Bullring Shopping Centre and Bluewater in Kent. The experiential activity, designed and executed by integrated agency Space, involves high-impact branded installations that will feature fully frosted showers, along with changing rooms where shoppers will get the chance to try NIVEA In-Shower Body Moisturiser first hand. Brand ambassadors will be there to answer questions and to demonstrate that moisturising is now as simple as taking a shower. Consumers who wish to take part in this unique experience will receive a full kit consisting of swimsuit, flip–flops, shower caps, robe and towel, as well as an exclusive £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. Space developed the up-close and personal experiential activity after winning a competitive three-way pitch. The objective is to raise awareness of the product and dispel potential confusion around its use. Space has planned activity in each shopping centre that will familiarise consumers with the product and answer queries around usage and benefits. The shower experiential activity is part of a multi-channel campaign supported by FCB, MEC and Porter Novelli which will see an estimated 100,000 50ml samples of the product handed out, together with money-off vouchers for purchases in Boots. Victoria Westwood, brand manager for NIVEA, says that the experiential element of the campaign involves “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.” David Atkinson, managing partner at Space, adds: “Asking people to have a shower in front of thousands of other shoppers is disruptive and engaging and this will capture attention and intrigue to get our message across.” The NIVEA stands will be at the Bullring until March 15 and at Bluewater from March 17 to 23.