Launch the Nivea Extreme Comfort Shaving System in the saturated UK market, targeting 18 to 30 year old males.

Background - Nivea Extreme Comfort shaving foam and balm launches into a very competitive UK market.

Business problem - Outspent 8 to 1 by Gillette. How could Nivea get share of voice and breakthrough?

Creative Strategy - Use online channels to aggressively target 18 to 30 year old male audience.

Creative Approach - Create a viral ‘web ring’ that builds on the offline message of ‘extremely pleasurable shaving’.

Channels - 30 second broadcast media, ‘seeded’ viral films on key young male sites

Results - A digital campaign that feels ‘viral’ and subversive, but is highly targeted, trackable and accountable.