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$TBWA\LONDON creates viral campaign for launch of NIVEA Bodyâ€™s Goodbye Cellulite Gel-Cream$

TBWA\LONDON creates viral campaign for launch of NIVEA Body’s Goodbye Cellulite Gel-Cream

15\03\2007

NIVEA® body is set to release an engaging and humorous viral campaign to launch Goodbye Cellulite, a new product designed to visibly reduce the surface appearance of cellulite. Created by TBWA\LONDON the film features a 30 strong gospel choir called ‘The Goodbye Cellulite Choir’ rejoicing their womanly curves.

The campaign is aimed at women of all ages who want a simple, effective and convenient way to smooth skin. The viral will be seeded on a variety of sites including Kontraband and Popbitch as well as having a presence on You Tube, Google Video and MSN Video, with the aim of creating awareness by driving women to the Goodbye Cellulite website www.nivea.co.uk/goodbyecellulite.

The film opens on a church hall scene where a gospel group are singing the praises of the miracle that is Goodbye Cellulite. The all-singing, all-dancing performance features amusing lyrics. As the lead singer declares, “This being a dedication to the resurrection of this sweet mother lovin’ ass…” the gospel choir sings;

Yeah we got butts That’ll blow your mind Everybody praise Our sweet behind

Feast your eyes on our sub-section You won’t find no imperfection Our skirts are stuffed with dynamite Sing it with me… Good Bye Cellulite!

I wish I was born with a rear view mirror Anything to bring my sweet ass nearer It’s smooth and shiny like a juicy pear So give it, give it up for my DERRIERE!!

Gemma Winks, Brand Manager of NIVEA Body said, “Women all over the world of every size, age and nationality can relate to the issue of cellulite. We want to engage women with this uplifting campaign, make them laugh and invite their friends to join in, rather than take a serious, scientific approach”.

Steve Henry, Executive Creative Director of TBWA\LONDON said, “If there was a product called ‘Goodbye Baldness’ men would be whooping it up the streets, we wanted to treat this campaign with the same reverence, joy and energy a product like Goodbye Cellulite incites”.

The viral activity will be supported by point of sale, website, downloadable ring tones, and the choir will be brought to life online with a My Space page which will have profiles, pictures and lyrics. The choir will also perform live at shopping centres around the UK.

Stream\, TBWA’s brand entertainment agency was responsible for sourcing the choir and RnB singers. Carat Media planned viral implementation and support media and DBMpulse are managing seeding the viral and the advocacy campaign.

-ends- For further information please contact: Avril Canavan, avril.canavan@tbwa-london.com 02075737113/07946416607

Notes to editors CREDITS Project name - ‘The Goodbye Cellulite Choir’ Client - Gemma Winks, Brand Manager of NIVEA Body Brief - Encourage women to lighten up and realise cellulite needn’t be such a drama Creative - TBWA\LONDON Copywriter - Stine Hole and Marie Ronn Art director - Stine Hole and Marie Ronn Planner - Stephanie Newman Media agency - Carat Media planner - Roxanne Lomas Media spend - undisclosed Production company - Partizan Director - Leslie Ali Editor - Amanda James at Final Cut Post-production company - Rushes Audio post-production company - Nick Angel at Angel Sound Exposure - Viral and ambient Music composer - Ashley Pope at Beetroot

Author:: Avril Canavan
Tags:: nivea

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TBWA\LONDON creates viral campaign for launch of NIVEA Body’s Goodbye Cellulite Gel-Cream

15\03\2007

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