Nivea · Trade marketing with virtual reality

The project

Trade marketing with virtual reality: more than 50 events for NIVEA

NIVEA needed a trade marketing activity that could be repeated in Spain’s major shopping centres using immersive content of its own.

The process

How we approached this project

Phase 01

Objective

Create a national trade marketing roadshow with bespoke brand content, designed to catch the eye at the point of sale and leave a positive memory attached to the product.

Phase 02

The opportunity

In a shopping centre a brand competes with dozens of distractions. A headset shuts out the noise and leaves the user alone with the content for a few minutes, which no display stand can do.

Phase 05

The solution

An immersive trade marketing format proven at national scale: owned content, equipment, staging and technical staff, repeatable weekend after weekend with no drop in quality.

Phase 03

The work

We completed more than fifty events across Spain, always in the flagship shopping centres of the provincial capitals. Every build followed the same protocol so that the experience did not depend on which crew was travelling.

Phase 04

The result

The events ran with queues and a very vocal response from the public. The branded staging and concealment furniture kept the brand image clean across all fifty locations.

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