Our campaign for NIVEA MEN Deep combines passion for soccer with brand experience
Beiersdorf stands for innovative skin care since 1882, with NIVEA MEN among the Group's numerous brands. In early 2019, the brand launched two new deodorants for the NIVEA MEN Deep product line – namely Wild Amazonia and Espresso.
With the creation of a digital campaign in the German-speaking part of Switzerland, Beiersdorf aimed to raise awareness for the new products among the target group of young Swiss men aged between 18 and 35, thereby ultimately aiming to increase sales.
Most people pay little attention to deodorants, as they are classic low-involvement products. That’s why the campaign was geared to present the new product variants in a credible and stimulating way while creating a positive brand perception.
According to our conducted survey among Swiss men between 18 and 35 years, the topic of masculinity is no longer of interest. But what then? Well, soccer, of course.
At the same time, more than 70% of the target group are gamers provided great potential. Combining soccer and eSports not only opens up new areas of interest, it also leads the brand harmoniously into a new digital world of experience.
Our campaign enabled NIVEA MEN Deep to link the world of eSports to their products and brand. That’s how NIVEA MEN conveyed a strong attitude full of self-confidence and the feeling of being at the top of the game.
The awareness phase serves to grab the attention of the target group and to own the topic.
In the second phase, NIVEA Men Deep dove even deeper into the eSports world and placed the campaign into actual eSports. This animated the target group to participate. At the same time, a unique brand experience was created. The ’eSports theme’ pulled through the entire campaign and turned the gamers are turning into campaign multipliers.
We entered the pitch with an attention-grabbing OTV spot that was tailored to the target group: the video gets you in the right mood for soccer and eSports. This way, NIVEA MEN attracts the target group’s attention while introducing the brand into the world of tournaments and setting the stage for the new deodorants.
Just in time for the release of the new FIFA20 game by EA Sports, the FIFA20 tournament that is available for all Swiss, started. The qualification rounds took place online and we promoted them on social media and via newsletters.
Finally, the virtual tournament turned into a real one for the final round: Switzerland's best gamers met at a live eSports event. The Zurich-based shopping center Sihlcity served as the stadium. Fans, friends and visitors enjoyed the live event up close.
The final was broadcasted live on Twitch. The popular presenter Peter Schwab from PetkusTV and the Swiss soccer and game influencer Cubanito are live on site and comment the event.
More than 115 and up to 170 participants took part in each qualifying round. That’s roughly equivalent to the number of participants in the Swiss FIFA Championships and even exceeds the Coca-Cola Cup numbers.
The top eight teams qualified for the live event. In addition, we invited eight professional gamers from various clubs to the final.
The tournament’s viewers were also involved. During the qualification rounds, the commentator raffled eight Playstation vouchers on the Twitch stream.