NIVEA

ELECTRIC PICNIC

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. 

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.