Client: Beiersdorf

Subject: Opening of the first Nivea Shop

Type of event: Presentation and cocktail

Date: 22 December 2005

Location: Nivea Shop, Knez Mihailova 4



The concept of this event consists of two parts:

• cocktail for journalists
• cocktail for business partners of Beiersdorf company

During the opening, promoters were stationed on several points on the streets near the shop. Their task was to let the passers-by know that there was new shop and invite them to visit Nivea Shop after the formal opening.


Cocktail for journalists

Representatives of the media had a chance to be the first to learn about the concept of this shop during its opening. To that end, there was a special cocktail where representatives of Beiersdorf company and agency PRofession Group presented and explained the concept, assortment and services of the shop. In addition to specially designed press material, journalists received also a gift voucher from Beiersdorf company, which could be used to purchase their favorite products in the huge assortment of Nivea products.

The opening of the shop was also attended by famous persons from the media and art circles that are known fans of Nivea brand.

After the guests gathered, the formal part was opened by the general manager of Beiersdorf for SCG, Mr. Peter Koys, general manager of Beiersdorf CEE Holding in Vienna Mr. Ulrich Schmidt and Ivana Veselinovic, director of Delta M. After their addresses, the general manager of Beiersdorf for SCG, Mr. Peter Koys cut the ribbon to mark official opening of the shop.


Cocktail for business partners of Beiersdorf company

Representatives of Beiersdorf welcomed their guests at the shop.

At 13.30 h the guests were addressed by a moderator from the PRofession Group team, and then they were addressed by: general manager of Beiersdorf for SCG, Mr. Peter Koys, general manager of Beiersdorf CEE Holding in Vienna and Ivana Veselinovic, director of Delta M.


Details of the concept

The agency opted for the below concept, having in mind the striking features of the brand’s visual identity and an attractive idea underlying organization of the event.

A blue carpet was placed at the entrance to the shop, and the area around it was fenced with gold pillars with garlands of silk cords, giving a festive appearance to the shop entrance. To the left of this area, we placed a large New Year’s tree, decorated in the best holiday tradition and styled in Nivea colors and visual identity of the company. Decorations with Nivea print were specially designed and printed for this occasion. Two baskets with decorations, rosaries and sweets for children were placed underneath the tree.

Two promoters dressed in white fur coats, with dark blue gloves and dark blue scarves, were welcoming guests at the entrance, informing passers-by, giving fliers away. Also, their task was to animate children to put decorations from a basket to the New Year’s tree. Every child who decorated the tree got a Nivea gift.

During the event, members of PRofession Group team, together with representatives of Beiersdorf company entertained the representatives of media and other guests in informal conversations, providing them with a lot of new information about products available in the new shop.



Design services:
1. Press folders
2. Invitations for journalists
3. Invitations for guests
4. Compliment cards
5. Fliers
6. Bags for gifts
7. Gift voucher


Hiring of professional decorator who provided:
8. Nivea decoration
9. New Year’s tree
10. Baskets for decorations and sweets for children
11. Gift ornament for journalists and guests, in an attractive New Year’s wrapping


Other:
12. Hiring and styling of models/promoters
13. Contracting of catering service
14. Hiring of DJ
15. Hiring of professional interpreter



The event was attended by 34 representatives of relevant media.

The opening of the first Nivea Shop received the following publicity: 15 articles in daily newspapers and the most relevant magazines, and five reports in television programs.