Hour after hour of partying hard and sleeping in a tent can sure take its toll on personal hygiene. With the help of Because, NIVEA came to the rescue at one of Ireland’s largest music festivals with a cleansing and refreshing experience that showcased its range of men’s and women’s shower gels.
Opportunities to sample shower gels are very limited; it’s not easy to practically demonstrate the selling points of a shower gel without access to both running water and privacy. NIVEA turned to Because to find the ideal solution to reach its target 18-34 year old demographic: our challenge was to create an experience where consumers could enjoy NIVEA’s range for themselves.
We identified Electric Picnic as the ideal location for a very 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 bespoke zone also 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.
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