Nivea Lighten Up

The Lighten Up campaign was created to attract, engage and recruit new and younger consumers to NIVEA SUN.

The whole purpose of the campaign was to continue to educate consumers on the use of sun protection (not just being for use on holiday but other daily summer use — anytime whilst outdoors) whilst bring to them a topline guide to UK summer 2008.

The Light Feeling Sun Lotion microsite, part of NIVEA.co.uk, was developed to give consumers a reason to connect with the brand and to celebrate British summer time with useful content on how to seize the summer spirit, together with product and sun safety information, competitions and free samples.

The Lighten Up microsite sat as part of the main NIVEA site, which acts as the hub for all other digital elements running on external sites.

The idea behind the microsite was to drive traffic from multiple touch points and to bring together useful information for consumers for summer 2008 in the UK.

Creatively, the site takes the form of a typical British panoramic park. Skive filmed staff against bluescreen reading, applying Sun lotion and flying kites - as well as dogs playing — composited in against an urban backdrop.

A 'sun flare' effect in Flash acts as a transition between sections, which include product info, details of UK Summer events, request a sample data entry, and tips on summer fun — as well as the ability to watch the TV ads.

Skive also created digital display elements including skyscrapers, banners, MPUs and sponsored links to deliver key product benefits for NIVEA SUN Light Feeling Sun Lotion and to drive consumers to the microsite.

TBC