Brand Amplification Content

EXPERIENTIAL CHANGE
NIVEA TESTS STRESS LEVELS IN CONSUMER STUNT
NIVEA tricks consumers
in airport stunt.
A S R M O
To promote their latest product, the Stress Protect
Deodorant, NIVEA put consumers under the ultimate
pressure test.
An activation was filmed at Hamburg airport, where
passengers waiting at airport lounges were tricked into
thinking they were part of a terrible manhunt. The
passengers, who had been set up by their friends, were
filmed as they discovered themselves on the front page of
the newspaper and on television as breaking news.
As their anxiety levels rose, two security guards
approached them, offering the NIVEA Stress Protect
Deodorant and revealing it was all a hoax. The stunt was
captured on camera, and the campaign was the centre of
NIVEA’s ATL campaign to promote the deodorant. Within a
week of being uploaded to YouTube, the stunt had over
two and a half million views.
WATCH
THE
VIDEO
PERSPECTIVE
While this approach is risky and
debatable, it is interesting how we are
continuously seeing transmedia
storytelling become a vehicle to generate
content which can be amplified.