FCB Kuala Lumpur Creates Fantasy Football Challenge for Nivea Men
Nivea Men wants Malaysians to be part of the world class football action and stand a chance to win prizes worth up to RM30,000, with the World Class Line Up Challenge. A dedicated fantasy football website allows users to pick their favourite footballers from all 32 countries, and awards points based on real-time action.
Users who score the highest points each week stand a chance to win prizes such as FujiFilm Mirrorless Cameras, Ray-Ban Shades, Bose Speakers, and Harley Davidson Accessories.
The highlight of the campaign is the Nivea Men World Class Finale Viewing Party happening at Jungle City, Kepong, on 15th July 2018. Featuring local football stars, celebrities, and exciting activities for 60 Special Prize Winners and their 3 friends each.
“We introduced our new, world class Nivea Men DEEP series with a global partnership with Real Madrid FC. We also wanted to let Malaysians be a part of the world class action during this football season. Viewers stand a chance to win a world class experience with Nivea Men through the contest. Of course, we support all our Real Madrid players as well by giving participants double the points when they pick our champions.” said Ng Hock Guan, Beiersdorf Malaysia’s Country Manager. Participants also get additional points when they purchase the any Nivea Men products, including the new DEEP Deodorant or Mud Foam products range, that feature the magnetic absorption of charcoal for a fresher, cleaner feeling.
Created and designed by FCB Kuala Lumpur, Beiersdorf’s creative agency, the website has already recorded traffic of over 10,000 unique visitors in the first weekend of the tournament itself. Karan Chhabra, the account lead added, “We knew Malaysians would be second-screening while watching the matches, but instead of usual intrusive ads, we wanted to engage them in a meaningful way. It’s been an amazing response so far, and since the points are based on real-time matches, it’s just as unpredictable and exciting as the tournament itself”.
The World Class Line-up Challenge deepens Nivea Men’s engagement with Malaysian football fans, complementing its on-going MYPadang football activation campaign (also created by FCB Kuala Lumpur) which recently won four Golds at the 2018 MARKIES awards.
