Gaelle Delagrave on... Nivea Sun Kids 'The Protection ad'

Founding partner and director at Mobbus shares her thoughts on marketing campaigns that have caught her eye this month.

Which campaign has caught your attention recently?
The Nivea protection campaign out of Brazil by agency FCB Brasil São Paulo: an innovative, inspiring and successful integrated campaign led by mobile. It showed brilliantly what can be achieved with creative thinking, smart targeting and great execution in the connected world we live in today. It also won the Grand Prix Mobile Lions and Gold Media Lions 2014 at Cannes Lions Festival of Creativity.

What was its objective?
The campaign’s main goal was to win new consumers for Nivea Sun Kids. The message needed to reinforce the product’s main attribute: protection. At the same time, Nivea wanted to continue the series of useful ads that started with the SolarAd Charger.

What did the concept involve?
First challenge: how to protect children even more? They thought about another concern related to Nivea Sun Kids’ current consumption: children who get lost on the beach. That’s how they had the idea of making the Protection Ad. An ad that turned into a bracelet for children to wear so that parents could monitor them on their smartphones

How did they execute it?
A magazine ad for Nivea Sun Kids included a tear-out bracelet that could be paired with the Nivea Protects app (available to download on iTunes and Google Play) and placed on a child’s wrist to prevent the child from becoming lost on the beach.

Parents or caregivers could identify the child on the app, choose the distance the child could wander on the beach before an alert would sound. If distance was exceeded, an alert was sent by the app. With radar, it was possible to see if the parents were getting nearer or further from children

What were the results?
The campaign received critical acclaim: it was featured in 10 press articles and 40 digital ones. For the first time, Nivea Sun Kids had the top sales in its segment, with a 62 percent increase in Rio de Janeiro. Nivea was present as an innovative brand in places where its consumers are. 8 in every 10 people impacted by the ad, downloaded the app.

Biography
Gaelle is a digital marketer with 17 years' experience in the digital media industry. Her expertise includes customer acquisition, retention and monetisation strategies as well as key account service for leading brands in the UK and Globally.

She is a co-founding partner/director of mobbus, a new digital marketing company focused on helping businesses connect with people on the move. Prior to mobbus, Gaelle was employed by Orange Group in London for 6 years as group head of product management and head of key accounts/ innovation.

Gaelle specialises in working with brands to create impactful and innovative digital marketing solutions for the connected world. She has recently relocated to Inverness in Scotland, where she lives with her husband and little girl Emylou.

Gaelle is a Council Member of the Marketing Society Scotland. Read more interviews in our Clubhouse.