Program Overview
NIVEA Men surprised and delighted attendees at El Clásico Miami with a custom fabricated event space. As an official sponsor of the Real Madrid soccer team, NIVEA Men helped fans show off their team spirit in a number of ways including custom shaves, a branded boomerang photo experience, a virtual reality locker room tour, and face painting. Along with extensive sampling and fantastic swag, we also helped fans engage with the NIVEA Men brand by sharing their experience on social using #NIVEAMENRM.
Challenge
With an opportunity to bring their sponsorship with Real Madrid to life, NIVEA Men faced a tight timeline to create an activation for El Clásico. With just three weeks before the event, the brand challenged us to create a unique pop-up with opportunities for fan engagement. It was essential to promote the full NIVEA Men product line and highlight their sponsorship with Real Madrid.
Our Solution
We created a custom-fabricated NIVEA Men's barbershop that offered a number of innovative experiences for El Clásico festival attendees to immerse themselves in the brand. Adventurous fans were able to prove their team spirit by shaving the Real Madrid logo on their heads. We also offered a branded boomerang photo-op, which helped increase awareness not only of the sponsorship, but of the full product line.
Results
Our custom activation, coupled with supporting media, was a smash success for the brand. By creating fun fan-centric ways to incorporate NIVEA Men into the fan experience, we were able to create a strong association between the brand and Real Madrid while promoting NIVEA Men’s full product line.
