NIVE@: Maximizing marketing benefits through integrated communication

1911 2007

2005: NIVEA Visage Young @ IMC Our 1 st campaign

2006: NIVEA.gr goes live!

Why Internet? The internet can generate high consumer involvement with the brand, at a cost-efficient level. @NIVEA.gr 22 pages on average are viewed during one visit The average visit length is about 8.0 minutes . LEAN-BACK (passive) LEAN-FORWARD (active)

2007 in Numbers Consumers stay on the site for 8 minutes , viewing 22 pages of content  outstanding quality of contact! 8 min. www.NIVEA.gr POS (shelf): 60” TVC: 20” Print Ad: < 1” – 5”

Communication mix TV Print Online Awareness / Image Interest Involvement Retention Communication Level Awareness driver AND Extension of TV and Print Internet extends traditional communication campaigns, increasing the number of contacts with consumers. It also presents them with messages that are not sufficiently communicated only via ATL campaigns.

TV / Print / Outdoor Sampling PR POS Internet Integrated Campaigns

Attracting the consumer GOLDEN

Advising the consumer

Interacting with the consumer

Interacting with the consumer

Internet: an unlimited source for marketing benefits Support brands’ communication objectives Build the brand! Modernize the brand Educate the consumer Make him get involved with the brand Collect database for newsletter campaigns / personal & frequent contact Allow the consumer to tell you his point of view ALL OF THAT AT LOW COST!

Support brands’ communication objectives

Build the brand!

Modernize the brand

Educate the consumer

Make him get involved with the brand

Collect database for newsletter campaigns / personal & frequent contact

Allow the consumer to tell you his point of view

ALL OF THAT AT LOW COST!

1912 2007 Please visit www.NIVEA.gr