NIVEA (Germany) launched their Stress Protection Deodorant campaign, by teamed up with advertising agency, Felix and Lamberti, to pull a prank on unsuspecting travelers.
A typical traveler would be waiting in the airport, when all of the sudden their face is broadcast across television screens and newspaper covers, captioned "Wanted: Dangerous and Unpredictable".
They used a team of digital experts onsite to take photos of the subject, and moved quickly to air this in real time.
This "Stresstest" had various different reactions from all subjects, but all of them became worried, scared, and stressed.
After a few minutes police arrive in front of them, asking, "are you feeling stressed?", and open a case with the NIVEA Stress Protection Deodorant.
Examined:
This is a risky campaign, it deals with live human emotions, so there's no telling what might happen.
That is also it's genius!
Emotional and interactive campaigns trigger the strongest reactions and are most memorable.
This campaign gets to the individual, it puts the viewer in the shoes of the unsuspecting subject, because it could happen to anyone!
By using a digital team for an "in-live-time" broadcasting, this campaign gets people thinking, talking, and sharing.
Video source:http://www.youtube.com/watch?v=_gWk_yKtEdo
Fact source: http://www.nivea.de/
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