Product category:
Integrated marketing
News Release from: Space | Subject: roadshow
Edited by the Marketingservicestalk Editorial
Team on 03 April 2008
Nivea Deodorant starts UK-wide roadshow
Nivea Deodorant is launching a UK-wide roadshow as part of an integrated marketing campaign, including TV and press, to launch its new deodorant - Double Effect.
The Nivea Deodorant Double Effect Double Act roadshow, which has been devised by leading integrated marketing communications agency space, has been created to generate awareness, and stimulate trial and purchase of Nivea Deodorant Double Effect among the brand's target audience of 25-44 year old women A further key focus of the roadshow and the creative surrounding it is to communicate Nivea Deodorant Double Effect's twin benefits - 24-hour protection and smoother underarms for longer
This article was originally published on Marketingservicestalk on 31 Aug 2007 at 8.00am (UK)
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To achieve these objectives space has devised a 'Double Act' dance experience - that will tour the UK's main shopping centres from Glasgow to Southampton over nine weeks - as the creative vehicle for the roadshows.
This will involve professional dancers demonstrating various dancing styles and encouraging target audience participation post performance.
As well as generating interest in the product, the dancing experience has been created to bring to life Nivea Deodorant Double Effect's product values of self-confidence, smoothness and freedom.
Furthermore, brand ambassadors will be interacting with the target audience at the shopping centres, encouraging them to take part in the dancing, offering free samples - the campaign aims to distribute 550,000 Nivea Deodorant Double Effect samples - and communicate the key values and benefits of Nivea Deodorant Double Effect.
Andy Rawle, Marketing Manager at Nivea, said: "The roadshow will play a vital role as part of our integrated marketing campaign to launch Nivea Deodorant Double Effect.
"The 'Double Act' dance experience along with the creative space has devised will perfectly communicate the double-effect benefits of the product and importantly bring it to life.
"Also, the dancing will draw footfall and put our target audience of 25-44 year old women in the right frame of mind for sampling the product".
David Atkinson, Managing Partner at space, said: "Creating a dancing experience capitalises on the fashion and popularity of dancing among our target audience.
"Our roadshow for Nivea Deodorant Double Effect will bring some excitement to UK shopping centres and the brand's key female audience, and therefore successfully help to drive awareness, encourage trial and robust, long-term sales".
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