Nivea comes in handy when going to the beach with its new contraption: Nivea Sun Band, which helps you monitor your child when at the beach. One of parents’ biggest concerns when going to the seaside with children is the possibility of their kids wandering off when they are not looking. Nivea based its campaign on this insight and developed Nivea Sun Band.
The combination of print and mobile execution allows you to rip a bracelet off a magazine ad and connect it to your phone. You wrap the bracelet on the kid’s arm and download an app, sync them and then set a perimeter. If your kid wanders off said perimeter, an alarm goes off so you can run after him or her. The bracelet is humidity resistant and reusable.
The Nivea Sun Band isn’t just a fun and creative cross-platform campaign, it’s also a wearable advertisement. The brand wants to show its devotion to you, by trying to help you protect your children. Unfortunately, the Nivea Sun Band isn’t available worldwide. It ran in Brazil, in select copies of Veja Rio magazine. By linking the product ( Nivea Sun Kids) with one of parents biggest fears, the brand managed to come across as a brand which takes care of your worries and fears and helps you overcome them. A simple solution, the Nivea Sun Band, puts many minds at ease. Of course, thank goodness for technology, otherwise this contraption wouldn’t have been possible. It might even be a good idea for Nivea to distribute the Nivea Sun Band worldwide, to help more parents.
What do you think of the Nivea Sun Band? Would you use it? Do you think it will calm your fear when taking your children to the beach? We’d be happy to read your thoughts in the comment section!
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