This presentation, including all innovations made by the student John-John Skoog at Miami Ad School Europe, Hamburg. for more info, visit: http://createmeaning.com http://www.johnjohnskoog.com

2. Nivea Sun is already market leader,
and has one of the best products.

3. O rC
-Maintain Leadership.
-Increase loyalty to the brand.

4. We need to find an idea to make a good
product even better.

5. We searched for category insights.

6. People don’t know enough about sunscreen.

7. SPF CONFUSION

8. HOW DO I USE IT?
Jamelia_67
Posted 12 jan 2011
I never know how much sunscreen to use though!
VIEW PROFILE You don't wanna end up looking like a dork.. all white! Muahah!
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FRIENDS

9. SUN MYTHS

10. INSIGHT
Even the best sunscreen doesn’t
work if you don’t use it right.

11. O rM
-Help people to enjoy the sun safely.

12. How?
Remind people
Educate people
Make it easy for people

13. We start the initiative:

15. We’ll kick o with the products

16. Sun activated stickers will
remind you when to re-apply sunscreen.

17. We’ll bring it to your wrist through
UV-sensitive bracelets.

18. Or wherever you wish.

19. You decide what works for you!

20. We bring it
to the people

21. We place sample-billboards
where people are in most danger
of getting burned skin.

23. Beach promotion

24. Public sunscreen dispensers

25. We put public dispensers
next to beach-showers,
by the soap in public toilets etc.

27. And we grabbed the most known
warning system on beaches...

29. Sunsafe straight at your fingertips:

33. Choose SPF
or
browse product range

34. Get reminders

35. Everything comes together on the microsite

37. Make Nivea Sun the sunscreen

38. #Beach O er from
#Sun =
#Tan Nivea Sun

39. Otilia just checked in @ Miami beach
=
Special O ers from Nivea Sun

40. We also connect Nivea Sun with all sun related items online.

41. Summary
The future as we see it:

42. DECREASE IN SUNBURN
5000
3750
2500
1250
0
June July August

43. INCREASE IN SALES
5000
3750
2500
1250
0
June July August

44. Thank you!