Beiersdorf Australia appoints Play for Nivea’s ‘100 Years Skincare for Life’ experiential campaign

Beiersdorf Australia has appointed Sydney-based independent experiential agency Play Communication to handle sampling and experiential duties for its Nivea ‘100 Years Skincare for Life’ campaign in Australia and New Zealand.

The Nivea ‘100 Years Skincare for Life’ experiential campaign which will run across Australia and New Zealand, will offer consumers a 60-second skin analysis using a specially designed Nivea Skin Analysis application. This application will assist the Nivea skincare team in determining the best Nivea products for individual consumer skin types.

Celebrating Nivea’s 100 year anniversary, the four-month campaign will kick off in August and will roll out across high traffic and visible locations such as retail environments (in malls and in stores) as well as at major transit hubs including Sydney Domestic airport. All of which will be supported by a CRM led digital campaign, to distribute in excess of 1.9 Mio mini Nivea samples actively engaging with over 2.1 Mio Australians and Kiwis.

Says Play’s head of marketing Brendan Fearn: “Nivea is an iconic brand and we’re delighted to be working with them to celebrate their 100 year anniversary. Given their vast product range, we’ve developed a CRM driven experiential campaign to help consumers better understand their specific skincare needs”.