Posted by: Space | Date added: Tue 12 Jun 2018
Creative agency Space has teamed up with NIVEA to create ‘Shower Empowered" a uniquely liberating and immersive ‘shower karaoke’ experience as part of the skin care brand’s partnership with Cancer Research UK’s Race for Life.
The campaign will drive awareness of NIVEA’s shower and body care ranges by engaging consumers in a fun, lively and celebratory experience.
To bring the campaign to life, Space has built a huge portable dry shower unit where both participants and supporters can celebrate their achievements by getting into the shower and belting out a specially curated list of empowering songs – such as Cyndi Lauper’s Girls Just Wanna Have Fun and Queen’s Don’t Stop Me Now.
Participants will sing into microphones specially designed to look like NIVEA shower bottles while photographs will be taken of their performances. After wowing the crowds with their vocal dexterity, everyone who takes part will receive a NIVEA sample bag and coupon. They will also be given a QR code flyer which they can use to find their photo from the experience.
Claire Marlow, brand manager at NIVEA, says; “Race for Life are fantastic events that raise money to help fund research into over 200 types of cancer. We wanted to add some extra celebration and feeling of empowerment for people taking part. And a mass shower karaoke felt like the perfect way to give participants and supporters a day to remember and the chance to sing their hearts out.”
David Atkinson, managing partner at Space, adds; “We’re all extremely proud to have created an experience that not only celebrates Race for Life but also enables the NIVEA brand to add to the day. The events are already a collective experience and our ‘Shower Empowered’ activation extends this.”
The first empowered shower took place yesterday at Crystal Palace with people jumping into the shower after crossing the finish line. It will now travel to Race for Life events in Birmingham, Cardiff, Exeter, York, and Edinburgh, estimated to reach a total of 30,000 participants this summer.
NIVEA has a longstanding relationship with Cancer Research UK through its sun cream brands, first working together in 2012 with the aim of raising millions for the charity’s life-saving research, specifically supporting skin cancer research. This campaign is the first time NIVEA’s broader range of shower and bodycare products have been involved.
Creative agency, Space, has added more creative firepower to its team with the appointments of Andy Preston and Alex Hazell as Deputy Creative Directors, and James Newport as Design Director.
Date added: Wed 09 Jan 2019
Häagen-Dazs is the first ice-cream brand to move into automated product delivery with its new mobile e-commerce technology ‘Häagen-Dazs NOW’. The service enables ice-cream to be ordered and delivered into the hands of consumers when out-and-about by using an innovative combination of proven mobile technologies. The brand trialled the service on Friday, 7 September 2018, offering people in Russell Square, London, a chance to order and enjoy its ice creams without having to leave their spot in the September sunshine.
Date added: Wed 12 Sep 2018
Pudsey to take over car maker’s famous lion for the day.
Date added: Thu 15 Nov 2012
Integrated campaign targets slimmers with a passion for food
Date added: Fri 24 Aug 2012
The new social media app from CMW and Kingsmill is designed to help parents organise their days out during the summer holidays
Date added: Tue 07 Aug 2012