Nivea as a global skin and body care brand chose to corporate with an agency ad, Felix & Lamberti in order to promote their product, a deodorant. They ambushed a series of people in an airport waiting room with a mischievous multimedia barrage.
Through this "evil" multimedia made it appear as though each one was wanted by the police for some crime and that that person wanted by the authorities. Naturally, the victim's confusion, anxiety and stress grow with each passing moment. As you watch the commercial, you can sense the tension through the facial expressions of unsuspecting StreesTest victims. According to AdWeek, Nivea stated that the video’s participants were thoroughly studied in advance (with the assistance of close friends) to ensure their physical and mental eligibility for this type of situation. Hence, this means that those in the video are not actors, but everyday people.
It is worth mentioning that marketing strategies are the fundamental goals of increasing sales and achieving a sustainable competitive advantage. In this case, the ambush marketing will assist Nivea to have more effective results in terms of promoting, selling its product by the assistance of the agency ad, Felix & Lamberti.
How would you feel if that happened to you?
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