Find the most economical way possible to achieve the following aims: Raise the awarness of Nivea Visage Anti-Wrinkle Q10 plus Day care among the target group "urbane women from 40 upwards". Explicitly and clearly communicate the products benefit: smoother skin in short time. Caus the highest request possible for free samples.Movie theatres targeting a mature audience were chosen. To achieve an impact a high as possible neither the commercial, nor time and place of the airing was conventional. The commercial already started when people took their seats. For several minutes the portrait of a women was projected onto the curtain. The draw of the curtain emphasized the product benefit. After the show 85% of the interviewees spontanously named Nivea Visage Anti-Wrinkle Q10 plus when asked about the comercials shown before the movie. The rate of return exeeded all expectations: Approximately 15% of the female viewers ordered free samples via the internet.
Agency: TBWA\Vienna, Austria.