Nivea had a 100 y.o. unforgettable anniversary

Cristina Blanaru Creativity

Starting May, Beiersdorf AG celebrates 100 years since launching Nivea on the market. In Romania, Draftfcb adapted the global integrated campaign “100 years. Care for skin. For life” and realized the local BTL platform – “Nivea – An unforgettable touch”.

Centered around the iconic product of the brand, Nivea creme, the campaign takes place between May 16th – June 30th and brought in the spot light the most known skin care brand in the world.

During the campaign, Nivea placed photo boots in Bucharest and other 5 Romanian cities: Constanta, Brasov, Iasi, Cluj and Timisoara. Over 15,000 people made photos in Nivea boots, over 100,000 people found out info about skin care and the best images were included in a campaign movie, projected on Cocor Media Channel between May 26th and May 29th.

Nivea Romania’s Facebook page managed to get over 33,000 fans in the 1st month since launch. Nivea anniversary was an opportunity to launch Nivea Romania’s Facebook page, developed and promoted by Draftfcb and managed by the interactive agency Republika.

The campaign was supported through PR activities.

Beiersdorf Romania team included Erik Hageleit (General Manager Beiersdorf Romania), Alina Radu (Brand Manager), Carmen Cechirdan, (Brand Manager).

From Draftfcb, the team included Claudiu Dobriţă (Creative Director), Celia Drăgănoiaia (Copywriter), Irina Tomşa (Copywriter), Tudor Pop (Copywriter), Radu Ghitescu (Art Director), Alexandru Hariga (Art Director), Anca Iuhas (Strategic Planner), Sorina Pîrlea (PR & BTL Director), Ana Maria Pascaru (Senior PR Manager & PR Coordinator), Mona Dadu (PR Manager), Alina Ştefan (Senior PR Executive), Laurentiu Cluve (BTL Manager), Iulia Dumitru (BTL Project Manager), Andra Stanculescu (BTL Executive), Iulia Stănescu (Production Manager), Ana Maria Oila (Account Director), Daniela Zăman (Account Manager), Ana Bărbulescu (Account Manager), Roxana Simionescu (Account Executive).

Media planning & buying was handled by MEC Romania through a team including Elena Muntean – Media Director, Catalin Ilea – media Manager, Irina Ernszt – Strategic Media Planner, Lavinia Dutescu – Strategic Media Planner, Alexandru Buculei – OOH Media Planner and Cristina Apostolescu – Internet Media Planner).

In Romania, Draftfcb’s potfolio of clients includes Beiersdorf (NIVEA, Eucerin), Brown Forman (Jack Daniel’s), Fashion House Outlet Centre, Focus Sat, JTI (Camel, Glamour, Sobranie), Kika, Kraft (Oreo, Tuc), Lavazza, Philips, SC  Johnson Wax (Duck Anitra, Pronto, Mr. Muscle, Glade, Oust, Raid, Baygon, Autan, OFF!), SCA Hygene (Zewa), Ursus Breweries (Redd’s) and Vodafone.