MAYD Hamburg
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In Germany 50% of children can’t swim. So NIVEA and DLRG (The German life-saving company) faced a big challenge: How to improve that statistic? MAYD came up with a touching awareness campaign “BEST FRIENDS”. In the first phase we launched an emotional film to create awareness for the statistic. Our story: we show two little boys who are best friends and they do everything together except one thing: swimming. In the second phase we have created a truly special incentive: a seahorses towel that children can use as a real hero-cape by wearing it around their neck. To really reach our target group we’ve promoted our cape in a second film and in POS with a great deal: Get 3 NIVEA products of your choice for a cheaper price and a free hero-cape for your child.