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I-4-21. Singing together
| Agency | ISD Group |
| Creative head | Viktor Shkurba |
| Author of idea | Alina Revenko |
| Product | NIVEA Times shower gels |
| Description | According to the studies based on the Harvard methodology of implicite associations, NIVEA is now associated with friendliness and care in the category of shower gels, but to change consumer behaviour characteristics brand lacks likeability (“cool”, “favorite”). Therefore, to advertise NIVEA gels, we have created the world's first online video karaoke, where the user sings along with the real stars. Each of the four music videos filmed by us corresponds to the mood of one of the gels from NIVEA Times collection. You look at it; choose male or female track and then start singing. As a result, you get a personalized video where your voice is sounding in a duet with a star, and where you can hear how it mixes with the singing of hundreds of other people. NIVEA sells not just shower gels, it sells mood. Some people use them to get the burst of energy for the whole day, someone washes tiredness and forget about troubles. This is a unique effect one can achieve only by listening to music. |
| Team members | ISD Group: Author of the idea and songwriter — Alina Revenko Creative Director — Victor Shkurba Technical Director — Alexander Savin Developers, programmers, animation — Andrei Sergeev, Ilja Glad’ko, Artem Ponomarenko, Timur Sayfetdinov Editing Director — Egor Tatarenko Designers — Alexander Yaroshenia, Elena Bazulina, Natalia Tachinskaya Copywriters — Ivan Siyak, Nina Dmitrieva, Anna Kashcheeva Account Managers — Anna Kumaritova, Nika Belskaya Media Manager — Ksenia Riabaya |
