Nivea’s man of the match experience

Joss Davidge, business director of brand experience agency BEcause, continues his weekly search for great marketing ideas.

This week he looks at a stunt from Nivea that allows men to feel the power of pampering.

Nivea for Men recently created a live experience within a shopping centre designed to get people talking whist also supporting the brand’s affiliation to the beautiful game.

This stunt falls somewhere in between the realms of brand experience and a flash mob.  

It is certainly a nicely executed experience and you’d certainly think it would be well remembered by those who were transformed into the man of the match after a quick pamper, as well as the hundreds of extras involved and all the casual shoppers on the day.  



What I find most interesting about this kind of experiential stunt however, is that so few people seem to have actually experienced the product first hand – to have felt its all important sensory qualities. In fact, I suspect that the people involved are actually all in on the game anyway, and that the whole thing is just an elaborate online ad, rather than a genuine live experience for unsuspecting consumers.

Nevertheless, the YouTube film has already gained over one million views in six weeks, with plenty of positive comments. Once again, it shows just how much people enjoy watching these kinds of ‘alternative ads’, and how live brand experiences – whether real or staged – can really get people talking.

Read more from Joss Davidge in our Clubhouse.