Nivea Created a Shower Karaoke for Cancer Research's Race for Life
Laura McQuarrie — June 13, 2018 — Marketing
References: campaignlive
As many people enjoy singing a tune in the shower, Nivea created a shower karaoke experience as part of Cancer Research's Race for Life events.
The Shower Empowered station takes the form of a large, dry shower-style unit, where people are able to pick up a microphone in the shape of a Nivea product bottle. As empowerment is a central theme, karaoke singers have the chance to sing along to uplifting songs like Cyndi Lauper’s Girls Just Wanna Have Fun and Don’t Stop Me Now by Queen. People who participate in the shower karaoke are rewarded with a sample bag from Nivea, a coupon, plus a fun photo to share of their experience.
The first Shower Empowered activation recently kicked off and will be traveling throughout the summer in the UK.
The Shower Empowered station takes the form of a large, dry shower-style unit, where people are able to pick up a microphone in the shape of a Nivea product bottle. As empowerment is a central theme, karaoke singers have the chance to sing along to uplifting songs like Cyndi Lauper’s Girls Just Wanna Have Fun and Don’t Stop Me Now by Queen. People who participate in the shower karaoke are rewarded with a sample bag from Nivea, a coupon, plus a fun photo to share of their experience.
The first Shower Empowered activation recently kicked off and will be traveling throughout the summer in the UK.
Trend Themes
1. Shower Karaoke - The rise of shower-themed singing events may lead to new opportunities in the entertainment and event planning industries.
2. Empowerment Activations - Empowerment-focused experiences such as Shower Empowered may become a new trend for brands to connect with consumers.
3. Cause Marketing Collaborations - Collaborations between brands and non-profit organizations, such as Nivea's partnership with Cancer Research, may become a popular way for companies to give back while promoting their products.
Industry Implications
1. Entertainment - The shower karaoke trend creates opportunities for event producers and sound equipment manufacturers to develop innovative experiences and products.
2. Marketing and Advertising - Empowerment activations such as Shower Empowered may become a popular way for brands to engage with consumers and promote their products.
3. Non-profit - The success of Nivea's partnership with Cancer Research could inspire other non-profit organizations to collaborate with brands on mutually beneficial cause marketing campaigns.
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