NIVEA FOR MEN MARKETING CAMPAIGN BAGS PRESTIGIOUS GEMAS EFFIE MENA AWARD
NIVEA for MEN has been awarded a prestigious GEMAS Effie MENA award for its marketing campaign titled "Tough Men Choose Sensitive" for the male grooming products range for sensitive skin. The campaign won the only award in its category and was acknowledged by the jury as a triumph of best practice market intelligence combined with unconventional creative execution.
NIVEA for MEN was the only recipient of the Effie award in the Fragrances and Cosmetics category for the year 2012. The award, presented at a ceremony held at the Armani Hotel, Dubai Burj Khalifa, recognised the effectiveness NIVEA for MEN's marketing communications campaign that addressed the cultural taboo associated with men choosing personal grooming products for sensitive skin.
NIVEA for MEN's marketing research proved that men in the region felt embarrassed to use sensitive grooming products. To counter this, the campaign's messages centred on engaging them within the region's macho culture through a 360º campaign featuring novel online andpromotional concepts. These included a "What's Your Man Quotient" quiz on the product's Facebook page along with the support of in-mall activation, print, TV, and below-the-line media - all designed to show sensitivity and machismo were not mutually exclusive.
The award-winning 'Tough Men Choose Sensitive' campaign was a success because it tackled a cultural taboo head on. Jean-Manuel Canga-Valles , Marketing Director of Beiersdorf META said: ''This is a great achievement indeed. We are very much honoured to receive this Effie award that recognizes the effectiveness of our marketing communications campaign that addressed a cultural taboo associated with men choosing personal grooming products for sensitive skin. This regional project was truly holistic requiring strong teamwork across all central functions, in particular sales, as well as across all our agency partners."
Further commenting on the award, Eli Abrass, NIVEA for MEN Brand Manager, said: "This award is a recognition of NIVEA's constant innovation. The 'Tough Men Choose Sensitive' campaign ran on several integrated media platforms across all Middle Eastern markets. The campaign ideas were innovative and engaged our male consumers resulting in winning 140,000 new Facebook fans but most of all they were effective as evidenced through spectacular sales results."
The Gulf Marketing Review Effectiveness in Marketing Awards (GEMAS) was launched by the Gulf Marketing Review publication in 2004 to reward outstanding work in the field of marketing communications in the Middle East and North Africa region. From this year, it has partnered with the Effies, the most widely recognised marketing communications awards in the world, which was launched in New York in 1968 by the American Marketing Association.
