Nivea Stress Protect

Nivea Germany had a very original campaign in february to promote their new product, Nivea Stress Protect.

The scene was filmed in the Hamburg airport.

Several unknown plain travellers were photographed in the airport and their picture got printed out on a newspaper with a heading saying that there were a wanted individual.

Somebody showed the paper, not deliberately, and the person in question got scared and didn't believed his eyes. 

Afterwards there was a breaking news report with a description of the traveller and the picture, saying that there was a wanted criminal and if there was anybody who had an idea where this person was they need to call the police immediately .

The person got really frightened. 

Later the police arrived and wanted to arrest the person, but in case of arresting the person they surprised him with a Nivea Stress Protect Deo sample. 

This is a publicity stunt that got a lot of media attention. Some people could laugh about it but others were not that enthusiastic. 

They thought it was offending and had nothing to do about the products Nivea was selling. 

With viral publicity campaigns it is possible to create two groups, and for a company launching a new product this could end very bad. People on the internet can be very hard in defending their own idea and they always try to involve other people. 

This can evolve in negative publicity and a negative brand image. For my own opinion I think this is a really good campaign and it was on purpose that they tried to shock the people with their campaign, to get a viral campaign that everybody knows.