Nivea wristband ad

Nivea wristband ad

We saw some truly innovative marketing campaigns last year, and some of the most impressive came from the world of print media. There was the advert in Contigo magazine for Brazil-based department store C&A which featured working Facebook like buttons, and there was the Mawbima Mosquito Repellent Paper from Sri Lanka, which was printed with a special ink designed to repel mosquitos and stem the spread of Dengue fever.

Perhaps the stand-out campaign from last year, however, came from Nivea in Brazil. The print campaign featured a section of the page that could be ripped out and turned into a trackable wristband for children. Once a child was wearing the band, parents could track that child’s location while they relaxed on the beach, and receive an alert if their child wondered too far away. The campaign stands out not just for the technology behind it, but for the way it uses that technology to support Nivea’s brand position as “protectors”.