The Nivea 'Sun Band' Magazine Ad Pops Out into a Bracelet
Rahul Kalvapalle — May 7, 2014 — Marketing
References: fcbbrasil.br & adweek
The Nivea 'Sun Band' ad is not only a genuine cross-platform campaign, but it's actually a wearable advertisement. The Sun Band magazine ad has a child-tracking bracelet embedded in it; this bracelet can be popped out of the magazine ad and placed on your child's wrist.
Users can then download an accompanying mobile app and sync it with the bracelet. They then set a safety perimeter within which the child is allowed to roam. If the child wanders beyond the safe zone, an alarm sounds. The bracelet is claimed to be reusable and humidity-resistant.
The Sun Band ad campaign is intended to signal the Nivea brand's devotion to helping your protect your children. The ad evokes Nivea's Sun Kids sunscreen, and uses that to segue into parents' other 'big beach concern,' namely kids running off and getting lost.
The ad ran in select copies of the Veja Rio magazine in Brazil.
Users can then download an accompanying mobile app and sync it with the bracelet. They then set a safety perimeter within which the child is allowed to roam. If the child wanders beyond the safe zone, an alarm sounds. The bracelet is claimed to be reusable and humidity-resistant.
The Sun Band ad campaign is intended to signal the Nivea brand's devotion to helping your protect your children. The ad evokes Nivea's Sun Kids sunscreen, and uses that to segue into parents' other 'big beach concern,' namely kids running off and getting lost.
The ad ran in select copies of the Veja Rio magazine in Brazil.
Trend Themes
1. Wearable Magazine Ads - Opportunity to create interactive and functional advertising experiences by incorporating wearable technology into magazine ads.
2. Child Safety Tracking - Disruptive innovation potential in developing wearable tracking devices for children that integrate with mobile apps to ensure their safety.
3. Brand Integration - Opportunity for brands to showcase their commitment to specific values or concerns through creative and integrated advertising campaigns.
Industry Implications
1. Advertising - Potential for incorporating wearable technology and interactive elements into traditional ad formats for enhanced engagement and brand experiences.
2. Technology - Development of innovative wearable devices and mobile app integration to address safety and tracking needs, particularly for children.
3. Parenting - Integration of wearable devices and mobile apps to provide parents with tools for ensuring the safety and well-being of their children.
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