Objectives

Launch NIVEA SUN’s new Swim & Play product

Strategy

• Reinforce NIVEA SUN’s position as a leading family brand, and raise awareness of the new Kids product

• With volcanic ash and airline strikes threatening Summer 2010, many families were planning to spend their summer holidays on a UK beach. Based on this insight, ROAD conducted market research on 1500 parents to find out what makes the perfect family beach. With safety coming out on top, ROAD collaborated with the Royal Life Saving Society UK (RLSS UK) to create a judging panel and find the UK’s most family-friendly beaches

• A beach tour kicked off in time for the summer with flag presentations taking place at the winning beaches. Gold, silver and bronze flags were awarded to the top 15 beaches with local Mayor’s and dignitaries turning out to accept the award

• To support the launch, ROAD launched online and offline content including a Family Beach Guide for mums and dads supported by the RLSS UK available to download from the NIVEA SUN website

Results

Coverage was won in 3 national newspapers including a full page in the Metro newspaper, as well as coverage in several women’s weeklies including Bella, Best and Full House. There was extensive coverage across local and regional media including 6 regional radio stations and over 30 regional newspapers. Online coverage was also strong with close to 20 online family and parenting sites featuring the campaign and directing parents to download the Family Beach Guide. Downloads of the materials from the NIVEA SUN website were in their thousands and the total PR value for the campaign was close to 7 times the budget spend.

 

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