IAKI has developed a project of unconventional communication for the summer concerts circuits and the Pink Night, sparking off happiness in girls from all over Italy. A large number of contacts and opportunities to talk about the product, sampling and distribution of content related to Bluetooth concerts, a true operation of experiential marketing by IAKI.

Nicoletta Caluzzi, president of IAKI, tells us about it.

What were Nivea’s demandings?

We were asked to design an innovative spreading activity for Happy Time, a moisturizer cream launched also by a TV commercial and a competition on Deejay Radio. It is an energizing cream that will appeal to a female target, between 18 and 25 years, with a positioning fresh and younger than the other Nivea products.

Why have proposed a guerrilla activity with proximity marketing?

For the thrill of the unexpected! The conventional sampling activities are becoming ineffective, so we decided to associate the spreading of Happy Time to some real moments. We selected our circuit of concerts and summer events, where we were sure to find a suitable target, then we studied the activity that would involve them.

What is the risk of an unconventional activity like this?

When you deploy contents and product samples for free, the risk is to put the product into the wrong hands. Even if we like to catch everyone’s attention, to Nivea was important that the product arrived at the right target. By choosing the circuit of concerts and the Pink Night, we were besieged, but only by the right people: girls aged 18 to 25 years, eager to try the cream they had seen on TV and they had heard of on Deejay Radio.