The Protection Ad by Nivea Uses iBeacons to Keep Track of Kids
Meghan Young — February 21, 2015 — Marketing
References: nivea & ibeaconsblog
Nivea has brilliantly incorporated StickNFind iBeacon technology in its The Protection Ad. Although the ad, which can be found in print magazines, focuses on the need for sunscreen, it also addresses another huge concern when families spend the day at the beach: Having their children run off. To solve this frightening possibility, The Protection Ad provides a detachable, temporary bracelet that is meant to be secured around a child's wrist.
Embedded with a Beacon, parents can keep track of their kids through an accompanying smartphone app. In this way, The Protection Ad actually provides a helpful service that solidifies its initial promotion as well. As written in Adweek, "It's a fun idea that effectively signals the brand's devotion to protecting your offspring." Parents will associate only positive feelings towards Nivea thanks to The Protection Ad.
Embedded with a Beacon, parents can keep track of their kids through an accompanying smartphone app. In this way, The Protection Ad actually provides a helpful service that solidifies its initial promotion as well. As written in Adweek, "It's a fun idea that effectively signals the brand's devotion to protecting your offspring." Parents will associate only positive feelings towards Nivea thanks to The Protection Ad.
Trend Themes
1. Ibeacon-based Safety Devices - Developing safety devices with iBeacon technology can create new opportunities for businesses to offer helpful services and products.
2. Print Advertising with Interactive Components - Incorporating interactive components to print ads can create more engagement and extend the reach of marketing campaigns.
3. Multifunctional Products - Combining multiple functionalities into a product can enhance its appeal to consumers and create new opportunities for cross-promotion.
Industry Implications
1. Sunscreen and Personal Care - Adding safety features to sunscreen products can differentiate brands and increase their appeal to parents and families.
2. Print Media and Advertising - Integrating interactive technology into print media can create new opportunities for engagement and increase the value of advertising space.
3. Technology and Wearables - Developing wearable devices with iBeacon technology can create new opportunities for businesses to offer safety and tracking services.
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