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Joint promotion of three products Client: Beiersdorf Subject: Joint promotion of three products from the collections Nivea Body, Nivea Deo and Nivea Bath Type of event: Press briefing Objective: Inform journalists about new Nivea products Date: 17 May 2007 Location: “Opium” Cafe, Rajiceva 13, Belgrade Concept Since the event involved a group promotion of three new Nivea products from different brand groups, the agency suggested that presentations of each product by Beiersdorf product managers be linked conceptually by a common denominator – happiness, energy, and joy. After the promotions and speeches by product managers, MD Zoran Ilic, psychiatrist and psychotherapist gave a presentation using features of new products as a starting point in providing answers to the following questions: 1. “What makes us happy? Happiness as an emotion and psychological phenomenon 2. “When is our energy level high? What gives us energy and how can we eliminate stress? 3. How do looks affect behavior and how much does it influence our happiness? How important is self-confidence and how to boost it? Relaxation exercise as a stress relief was an additional way to motivate participants and end the promotion. Agency’s activities The agency carried out the following activities connected with publicity creation for selected products:
Result The briefing was attended by 33 journalists from 25 most relevant media. The total number of published articles is 37, of which 32 in magazines, and five in daily newspapers.                            |
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