Friday the 13th is generally perceived as a bad day and a symbol of misfortune. Nivea wanted to disrupt this dogma, surprise and provide our target group with some good luck at the most relevant moment.
To come up with something new and non-standard. Show the consumers the new MicellAIR water really works and can remove your make – up very quickly but carefully.
We came with one small event but with big benefits – connection with one of the main taxi app in CZ. We wanted to hold the main event on Friday because many girls are coming home after party with heavy make-up.
If women ordered Liftago on Friday 13th of July and were lucky, driver would give them voucher for this ride and Nivea MicellAIR products.
Moreover we had several paid promotions on social media, we sent newsletters to the users of Liftago and one of top lifestyle influencers (Martina Homolakova) we use for Nivea brand posted an instastory ordering a Liftago taxi and all the details of this competition.
The campaign resulted in almost 500,000 impressions informing about the unique character of the campaign which ignited 43 promo code activations – all just within one night.