Original Adverts


Miss Confident



Miss Seductive



Miss Laidback



Miss Lust






Final Adverts


Miss Confident



Miss Seductive



Miss Laidback



Miss Lust

Client- Nivea Questionnaire feedback recording

Man 1 - Aged 21



Man 2- Aged 24

Client- Nivea Questionnaire

I decided to put together a questionnaire together to get a deeper understanding of how effective Nivea adverts are and to focus on what will make a man purchase Nivea for men skincare.


Here below are the questions in the questionnaire:

1. How old are you?

20-25                         25-30             30-35             35-40             40-45+                      

2. Do you use deodorant?

3. Why do you use it?

4. Do you buy moisturiser cream?

5. Why don’t you?

6. At the same time don’t you want your skin to look nice as well as your body to smell nice?

7. Have you seen any Nivea adverts if so which ones?

8. What was the technique they used for the advert? (i.e. how they showed the advert, style, design, what gender they used, what was said?).

9. Did you feel like purchasing Nivea for men after seeing the advert if so why if not why?

10. Do you feel like purchasing Nivea for men after seeing this advert is so why if not why?

http://www.youtube.com/watch?v=9PUT4vLha8U

11. Has your girlfriend or a woman ever suggested for you to use a moisturiser?

12. Have you ever thought of using it?

13. Why haven’t you if you haven’t?

 14. Did you understand the meaning of the series of adverts?

http://www.youtube.com/watch?v=7WykJ6uM0Lc

http://www.youtube.com/watch?v=a1qUamV96Vc

http://www.youtube.com/watch?v=AzCvpUczsys

http://www.youtube.com/watch?v=4ZisTMK_kNU

  15. Do you feel like buying Nivea after watching these adverts?

    16. Did you understand each individual message?

Miss Confident-

Miss Seductive-

Miss Lust-

Miss Laidback-

      17. Did you understand these women were being insincere?

      18. Are these the things that men do really want women to say?

      19.Which advert portrayed the most effective acting?

      20. Which advert conveyed the most effective message?

  

      21. What other themes could women talk about that men like to hear?

Opinions (feel free to add any comments)

Client Feedback- Very Happy!

Hi Charlotte

First off, well done. You've really paid attention to the brief. You've hit the nail on the head in terms of developing work that responds to the strategy - to help men discover that women can tell if men moisturise.

You've targeted the audience segment well and acknowledged that we are talking to guys who don't use skin care products by creating a campaign that gives them persuasive reasons to consider trial of the product - that use might help them get noticed more by the opposite sex. You've done this in a way that is both surprising and quite unconventional, a way that will appeal to the target's 'boyish' side - there's nothing 'girly' about the spots even though you at first think the spots might be for girls because we are used to seeing girls in ads for products targeted at girls.

This brings me on to the placing of the pack shots and endline at the top of the spot - I wonder if the branding might be better placed at the end of the spots so that you don't know what you are watching to start with and therefore build more intrigue. Again what we know about the audience is they are not interested, probably turned off by skin care products so placing the branding at the top might actually cause them to tune out. Perhaps better to open with our live action and close with the pay off line and the Nivea for Men messaging - I think this is something you were considering anyway.

In terms of the individual spots, they are all on brand and nice and cheeky. The music tracks work well - although if this was a commercial campaign you might not have the luxury of four different tracks, and from a recognition point of view this campaign might have more stand out and feel more like a campaign of you used one track - they are all good so any one of these would be spot on. It also might be nice to use the track throughout the spots, low in the mix for the action and ramping up for the pack shots.

Finally in terms of the end lines, these all work well with the individual spots, but I would like to see them work together better as a set - end lines should be memorable and if you are going to adapt them for separate bits of copy they should have a common theme that runs throughout so perhaps taking key words like 'For that... feeling' and substituting the appropriate contextual adjective 'confident/relaxing/seductive...' would make the spots suitably refreshing, but also clearly part of the same campaign.

That said, my overall response is that the campaign idea works well, it's fun and cheeky and it feels like a fresh approach. Really nice work Charlotte.

Good luck with the remainder of your course and your plans to move into the media industry.

If you need anything further from me do shout.

Cheers,

Niall

Client Project- Nivea

Below I have displayed the process of choosing the right girls for each role, I ended up filming 8 girls to find who suits each role perfectly.

Miss. Laidback

Take One- Rosie

Final Take- Amy

Miss. Seductive

Take One- Cat

Final take- Tash

Miss. Confident

Take One- Lorren

Final Take- Nikki

Miss.Lust

Take One- Amy

Take Two- Narinder

Final Take- Narinder

I am currently editing all of these and choosing music.

I also was able to get Callum off of the virtual environments pathway to create an animation for me to be included in the advert to give it that extra bit of sophistication, which looks great.

Client Project- Nivea for Men

Filming is now complete and I would like to introduce the 4 lucky girls with the roles I have chosen them for:

Miss Confident- Lorren

Miss Lust- Narinder

Miss Seductive- Tash

Miss Laidback- Rosie

I am currently editing on each of the individual adverts and looking at music, images and layout.