Insight
It’s a known fact that kids love the beach. The part they don’t like is applying sun block. Why? Well, it means they have to stop playing and it’s boring.
Strategy
Nivea and FCB Brazil devised a plan to make the process of applying sun block a little bit more exciting for kids, while at the same time teaching them the importance of skincare. The solution lay in the Nivea Doll – a toy that sunburns when exposed to UV rays.
Execution
The doll was designed to teach kids the importance of sun block use. What made this doll unique was that it sunburns (by turning red) when exposed to sunlight without protection.
The message from Nivea was that just like our skin, it needs sun block for protection. Made with UV-sensitive material, the doll was only protected from the sun once sun block had been applied.
Nivea brand ambassadors took to the main beaches of Rio de Janeiro to hand out the dolls to children and parents on the beach.
Watch the campaign video here: https://www.youtube.com/watch?v=StvAe98BfwY.
Results
Children took care of the doll like their parents took care of them.
This campaign recently launched. Results to follow.