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05/06/2013 by
2772 views

Nivea Brazil: Smartest Print Ad In The World

Nivea Brazil ran the smartest print ad in the world: the solar ad charger. The ad that juices your iPhone. Get the insights here.

6 500x270 Nivea Brazil: Smartest Print Ad In The World

Helping, not hyping. That’s what Nivea Brazil is doing with this clever print ad.

Advertising can certainly add pieces of meaningfulness to peoples’ lives!

What will be next in print ads? 3D printers to print your food or bikini?

Nivea Solar Ad Charger: Technology & Endurance?

Hard work and passion by Draft, FCB Brazil who created this ad.

nivea solar ad charger 600 53672 500x281 Nivea Brazil: Smartest Print Ad In The World

It took 6 months to develop the solar panel as thin as a print ad. And 2 more months of testing to be able to print on the solar panel.

The ad was produced in China.

The result? Consumers loved it, see the video here:

0 Nivea Brazil: Smartest Print Ad In The World

How about the distribution of the ad?

The solar charger ad was placed VEJA Rio, and other leading print magazines.

And yes, other mobile phone (beyond Apple) could be charged too.

My Opinion?
I like the creative idea by the guys from Draft. It’s an ad that shows endurance and passion.

I like the way Nivea is helping its targets, not only hyping.

The non-linear minds from Brazil prove to the whole wide world: Print ads can be pretty sexy and tech too.

When will our mobile phones finally have solar panels? Hello Apple and other firms, it’s 2013!

Having a smartphone is a great experience, a charged one even greater.

What About You?
How do you rate the solar ad charger? What will be next in print ads? Share your ideas in the comments.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (sold to WPP) and Global Chief Social Officer at Mindshare. Now he is ‘freejack’ consultant and still a sought after keynote speaker.

 

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Comments (4)

  • Laurens Bianchi
    05/06/2013, 21:13

    My first impression was: what the hell does this has to do with Nivea? Because both make sure you cannot leave the beach? Come on… But on the other hand, we have been conditioned by the fact that the brand always needs to have a relevant, smart connection with the concept. But why?

    So my opinion: fuck the brand connections, just help your audience in any kind of way, not just hyping ;-)

    Well done Nivea!

     
    • Thanks for the extended reply!

      I guess the relevancy is that Nivea smoothens your stay at the beach: sun protected, connecting to your friends on your iPhone..

      Nivea not only claims sun block and after sun but also the whole day in between.

      Now that’s clever marketing a power branding; not 10 seconds when you grab the sun cream tube, but staring at the solar ad charger ALL DAY. It’s extremely relevant, extremely kind and bet your butt the audience sees Nivea as innovative brand..

      so Nivea can next claim high tech product: people will eat it, since they’ve seen the solar ad..

      Helping, not hyping. That’s how NPS and likeability go up..

      Would you rather have a shouting TV ad? I was on the beach today. 16:00 hrs my battery was at 17%. Well what do you do next?! I went to the car to charge it..

       
  • Guillaume Alexandre
    11/06/2013, 15:39

    hello, thats an awsom eadd and product !
    Do you know on which magazine and when it will available to be bought ? thanks for your feedback !

     
    • Hi Guillaume

      Thanks for your reply. Very cool huh?

      I mailed the agency: VEJA Rio, and other leading print magazines. Already sold out, but might be there again if they contunue the campaign..

      Maybe even outside Brazil, but that’s a maybe..

      we’ve asked for one example. Agency or Nivea will send it to us…

      Cheers

      Igor

       
 
 
 
 
 
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