The activations were rolled out at numerous taxi ranks during peak traffic and foot traffic times ensuring maximum exposure for the brand and the product range. Commuters had the opportunity to engage with the brand and sample the NIVEA deodorants for themselves.
Well-versed brand ambassadors, fittingly dressed in black and white dresses handed out prizes to consumers who were wearing black and white. The response was extremely positive with people going back home to change in order to receive a branded spot prize.
To take a brand message to the desired target market, a campaign needs to make use of touch points that connect with people in their daily lives. This is where activations at taxi ranks play a significant role. In the right environment, seamlessly implemented activations convey brand messaging and allow the consumer to connect with a brand in an environment that is familiar to them.
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