The Brief

Since 2012, NIVEA Sun has partnered with Cancer Research UK to help people to stay safe in the sun with their annual campaign. Their Summer 2021 campaign featured their easy-to-remember 1+2+3 steps to enjoy the sun safely: seek shade, cover up and apply sunscreen. NIVEA wanted to create more than just a photo opportunity. They wanted a concept that would allow users to create compelling sharable content with custom branding, overlays, and messaging, they could then submit their photos to be entered in the NIVEA Sun X CRUK competition.

A Truly Hybrid Solution

 The creation of a virtual photo booth with effect and a competition mechanic was designed to allow the public to be involved at each location and online. There are multiple ways to allow people to partake in the campaign such as user uploads, social media hashtags, QR codes, and a link to the virtual photo booth. To achieve this a custom microsite was designed and built that allowed the users to choose how to submit their images. The images have a custom frame, we also added features including the ability to add a hat icon to selfies, so that it links to the ‘cover up’ aspect of the campaign. The final image produces a GIF with the key messaging of the campaign, and the final GIF can be shared across social media. Once the user has shared their photo, they are then able to enter the competition in order to win a range of prizes. The prize reveal allows the user to rub away a pot of suncream to see if they have won. All these added features add to the level of detail that every brand campaign should have.