"Luke will soon see the sea": isobar conceptualises the new CSR campaign for NIVEA
As part of "NIVEA cares for family", a global initiative for children and familieis, NIVEA Austria has been supporting SOS Children's Village for 20 years already. The new communication campaign for NIVEA's CSR programme was conceptualised by the creative agency isobar.
One out of every three SOS Children's Village children in Austria has never been to the seaside. So NIVEA has developed a programme which makes such a holiday possible for these children. Consumers can help by attending NIVEA family festivals and buying charitable raffle tickets. The integrated campaign is being communicated via TV, online advertising, social media, CRM, native advertising and video seeding.
The idea behind the campaign: What children wish for, they like to dream about. The creative team of isobar staged these imaginings and the yearning for the sea with an emotional video – and sounds that evoke visions of the sea. The video is resolved with the slogan "Luke will soon see – Luke will soon see the sea" and the call to support this campaign by attending the NIVEA family festival. There it is possible to contribute to fulfilling a great childhood dream simply by purchasing a raffle ticket.
"The partnership with SOS Children's Village has been an integral part of the NIVEA brand in Austria for many years already. Every child deserves the warmth and security of a family atmosphere, and so already in 1997 we decided to support SOS Children's Village. With this story about Luke, isobar has told about this commitment with a wonderful story", as Ann-Christine Stjepandic, Austrian Marketing Manager for Beiersdorf, is pleased to relate.
"Without companies and brands such as NIVEA, who has been supporting us for 20 years already, we would not be able to do our work for children and families to this extent, and many things would not be possible. We are especially delighted to receive this support for our new project", adds Christian Moser, Director of SOS Children's Village Austria.
Helmut Kosa, CEO of isobar: "NIVEA is a longstanding supporter of SOS Children's Village. We are raising more awareness for NIVEA's CSR activities and strengthening the brand's family-oriented positioning."
Online Film: https://www.youtube.com/watch?v=8-mr-ISm6jg
Client: Beiersdorf GmbH Ann-Christine Stjepandic, Marketing Managerin Österreich
Account Direction: Erich Holzbauer
Beratung: Albin Lenzer
Creative Direction: Wolfgang Kindermann, Michael Heine
Konzept: Alexander Trybus, Katharina Zinggl
Text: Wolfgang Kindermann, Katharina Zinggl
Web Konzept: Günther Feldbaumer
Web Development: Julia Pranger
TV-Regie: Nikolaus Sauer
Filmproduktion: jerkFilms GmbH
Anlagen © jerkFilms GmbH:
TV-Spot und Online-Video stehen als mp4-Videofiles zum Download zur Verfügung: http://bit.ly/2v735T0
Fotos, Abdruck honorarfrei © isobar/jerkFilms GmbH
Foto: Kampagnen-Sujet „Lukas sieht bald Meer“