Because identified Electric Picnic – Ireland’s largest music festivals – as the ideal location for a unique NIVEA sampling campaign.
The challenge: Opportunities to sample shower gels are very limited; it’s not easy to practically demonstrate their selling points without access to both running water and privacy.
10K samples distributed
64% would consider buying Nivea products
What we did: We identified Electric Picnic – Ireland’s largest music festivals – as the ideal location for a unique NIVEA sampling campaign. The brand sponsored the shower zone of one of the festival’s main campsites – the Jimmy Hendrix area – and gave visitors the chance to wash away the grime and feel refreshed. As well as a fully-branded shower marquee, NIVEA’s zone included a chill-out seating area with branded deck chairs and music, plus glamour stations offering cleansing wipes, moisturisers and other NIVEA products to enhance the invigorating experience. A team of friendly brand ambassadors were on hand throughout, educating consumers about the products and offering samples to take away.