Beiersdorf

Services

Creative ideation based on market and trend analysis provided by Beiersdorf, with 4 key elements: personalized service, emotional connection, experience through new technology, ability to share via key social channels.

Objectives

To research, evaluate and propose new and innovative experiential marketing strategies for Beiersdorf brands – NIVEA and Eucerin with a focus on Female Consumer Engagement.

Solutions

An array of strategic, consumer-engagement concepts were delveloped. These ranged from the “SmartDerm” App to “Nivea Drone Zone” experiential sampling on the beach, to an engaging emotionally driven 30-second TV spot.

“SMARTDERM” AN EVERYDAY APP FOR EVERYDAY USE

  • Smartphones are one of the most personal items we carry with us everywhere. Our design thinking process considers smartphones as a gateway, a conduit to one’s emotions.
  • Many factors can affect skin – this app focuses on 2 key factors: – Weather / UV index and Personal Skin Needs
  • The Smartderm App delivers real-time weather data ––– and advice on which product to use according to your personalized profile.
  • An additional feature of the app is the ability to introduce new products to the consumer to drive both online and offline product acquisition.

“DRONE ZONE” PRODUCT SAMPLE DELIVERY BY DRONE

  • “NIVEA Drone Zone” parameters established with wifi enabled. Users can download app which will also show the “HQ Tent” where fleet of drones is based.
  • After receiving a request, drone will find users by geolocation and eject product sample pack from 4-5 meters height.
  • Users have the option to activate drone camera to capture photo. They will receive photo via bluetooth which can then be shared via social channels.

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