By ELi CHEP
NIVEA Invisible for Black & White, the deodorant from Beiersdorf in South Africa that keeps black clothes black and white clothes white for longer, has rewritten a fashionably Kenyan chapter in its marketing handbook early this year when it decided to offer a strutting opportunity on the catwalk for Kenyan black beauties and professional models to register in a bid to boost already high levels of awareness and trial for the product within the country thereby fusing fashion and beauty.
Marketing Director Kenya Laurens van den Berg and Brand Manager Inez Valjee briefed Beiersdorf South Africa‘s marketing partner, Draftfcb, with developing an out-of-the-box concept to complement the brand’s existing communication utilizing TV, print and in-store.
“We tasked the agency to get closer to the target market and connect with them in a meaningful and relevant way with a glamorous and memorable experience, while further entrenching the brand’s single-minded message: ‘Black stays black, white stays white for longer’,” said van den Berg during our phone interview yesterday regarding the online beauty pageant currently ongoing.
Interpreting this as ‘all about keeping your favourite fashion looking good for longer’, the Draftfcb team devised the NIVEA Invisible Black & White Fashion Experience. Debuting at the Mercedes Benz Fashion Week Africa in Johannesburg last year and this year too, Kenya’s premier entry will showcase up-and-coming designers and their collections celebrating black and white. After the catwalk, fashionistas and VIP consumers who will win the Black & White competition will light up the night at an exclusive Black & White After Party awaiting confirmation.
According to Brand Manager, Inez Valjee, not only did Beiersdorf South Africa take a leap of faith into the unknown, on the other hand the project has come with its own challenges from selecting the right designers for the job to fine-tuning logistics in terms of hosting the competition winners, creating a fabulous expo stand, devising and directing the fashion show and also delivering a star-studded after party all in one go.
“It is exceedingly gratifying to see everything coming together perfectly in such a huge event – after months of hard work the expo stand, fashion show and after party should all define a huge success. We’re very grateful for the support African Fashion International is currently giving us, particularly when it comes to selecting the designers, and ensuring they meet the brief”, Valjee added.
In addition to the fashion show and after party, Draftfcb shall also deliver magazine ads in multiple formats, a 10 second tag to the existing 20 second spot, magazine inserts, media packs, online banner ads, the expo stands, after party branding and AV for the fashion show.
“Beiersdorf South Africa’s criteria for success looks at three different measurements – sales, competition entries received and show attendance. We are anticipating that the collaborative effort realized should spiral sales, record market shares, deploy thousands of competition entries; and the first show featuring Kenya at Mercedes Benz Fashion Week 2014 to sell out.
- NIVEA East Africa is looking for the Next Female Cover Model to grace one of our billboards this year. Applying for this competition gets you one step closer to be among our 10 finalists. You will each be required to upload 3 photographs – in day wear, weekend wear and evening wear. The outfits MUST be in the following colors: black, white or black and white.
- The submission deadline is on 8th March 2014. Our panel of judges will hand pick who qualifies to be part of the top 10 finalists. The top 10 will then attend a photo shoot and face off in second round of the competition by garnering votes from the online audience for a chance to be the next NIVEA Cover Model.
- Voting for the top ten finalists will start on 20th and end on 6th April 2014. An individual will be allowed to vote as many times as possible, the voting system allows voters to vote only once within the hour.
- The winner will be officially unveiled on 7th April 2014 and they win a trip for two to the South African Fashion week and a chance to be the cover model in for a billboard in town.