Launch NIVEA SUN’s Swim & Play product focusing on key message of enjoying the sun safely.
ROAD worked with the Royal Life Saving Society UK to find the UK’s most ‘family-friendly beach’. Social media, radio and the press were used to drive parents to vote for their best beach based on key family friendly criteria. The top 15 beaches were announced to the national media at a ‘London beach’ event – followed by a NIVEA SUN beach tour where each winning seaside town was presented with its NIVEA SUN Best family beach flag.
Views and engagement on the NIVEA SUN website jumped into tens of thousands and the total PR value for the campaign was close to 7 times the budget spend. And lots of happy seaside resorts flew the NIVEA SUN flags all summer long!