Our aim was to educate passersby about the range and drive as many into the store as possible, aiming to see a significant sales uplift and increased intent to purchase.
Our strategy was to create a visually striking activation that would capture the attention of the busy Piccadilly Circus environment. Using the Q10 range’s signature colours and branding, we’d deliver an intriguing display to drive engagement.
To build credibility, we would highlight Nivea’s 25-year expertise, with trained Brand Ambassadors conveying these key messages to consumers. To support these claims, we’d encourage passersby to test the products, noticing how they feel on their skin.
On a balmy August weekend, the Nivea Q10 sampling popped up in bustling Piccadilly Circus to drive people into Boots to purchase the range.
Engaging Brand Ambassadors charmed passersby into sampling the products, educating them about the ingredients and inspiring them to pose with the life-size cutouts of the Q10 range.
This unexpected activity put a smile on people’s faces and saw significant results.
