NIVEA x Wrap2Earn: A Hyperlocal Visibility Case Study
Table of Contents
Introduction
During the winter season, when skin dryness peaks and consumers actively seek effective moisturization solutions, NIVEA aimed to strengthen visibility for its 72 Hours Moisturization product range. With the goal of reaching urban consumers in moments that matter most—on streets, during commutes, and near retail points—NIVEA partnered with Wrap2Earn to design an innovative, high-impact on-ground activation across India’s top metros.
This winter campaign focused on creating memorable interactions, driving hyperlocal visibility, and connecting the brand directly with its target audience through both visual impact and product experience.
Strategic Objectives
NIVEA set out to achieve three key objectives through this integrated activation:
1. Drive Product Awareness for 72H Moisturization: Communicate the long-lasting hydration benefits powered by hyaluronic acid, especially relevant during the dry winter months.
2. Deliver High-Impact, Hyperlocal Visibility: Engage consumers directly in high-footfall neighborhoods, outside retail stores, cafés, markets, and residential clusters across Mumbai, Bangalore, and Delhi.
3. Encourage Trial Through Sampling: Distribute 10,000 product samples through the roadshow to prompt firsthand product experience and boost in-store conversions.
The Solution
To meet these objectives, Wrap2Earn executed a distinctive Innovation on Wheels concept across three major cities. The solution fused mobility, creativity, and consumer engagement into one powerful format:
Full Cab Branding Roadshow
Each of the six cabs was transformed into a moving billboard, completely wrapped in NIVEA’s signature blue and highlighting the 72H Moisturization message. The design ensured the branding remained unmissable even from a distance.
Innovation on Wheels Installation
A 3D hyaluronic acid moisturizer bottle placed on the cab rooftop turned each vehicle into a visually arresting unit, sparking attention, curiosity, and instant recall.
Metro-Wise Deployment
- Mumbai – 2 Units
- Bangalore – 2 Units
- Delhi – 2 Units
This ensured maximum coverage across diverse urban clusters.
10K Sampling Drive
Brand promoters distributed product samples to consumers in high-density areas ensuring direct product trial and interaction.
Hyperlocal Marketing Near Retail Stores
The cabs visited key markets and stores stocking NIVEA products, strengthening last-mile influence and driving walk-ins through real-time visibility.
On-Ground Video Shoot
A professional video capture was conducted to document the activation, amplify digital storytelling, and extend campaign life beyond the streets.
The Outcome
The campaign effectively blended visual dominance with real consumer touchpoints, resulting in:
1. Massive On-Street Visibility
The moving branded units generated thousands of impressions daily across high-traffic routes, establishing winter-relevant visibility for NIVEA.
2. Strong Hyperlocal Impact
The strategic placement near retail hotspots created a direct bridge between awareness and purchase, influencing shoppers at the point of decision-making.
3. Tangible Consumer Engagement
With 10,000 samples distributed, consumers got immediate exposure to the product’s texture and efficacy—driving trial and reinforcing trust.
4. Enhanced Brand Recall
The 3D rooftop installation and full-body wrap made the cabs uniquely memorable, strengthening NIVEA’s association with reliable winter moisturization.
5. Digital-Ready Content
The campaign video added an additional amplification layer for social media, paid ads, and internal brand storytelling.
Conclusion
NIVEA’s Winter Season Campaign stands as a powerful example of how brands can leverage mobility media to create high-recall, high-engagement experiences. By combining full cab branding, innovation-led design, on-ground sampling, and hyperlocal targeting, the campaign delivered both visibility and meaningful consumer interactions.
Executed seamlessly across three major cities, the campaign demonstrates how smart, well-timed OOH innovations can elevate brand presence and connect with audiences in authentic, memorable ways—especially when supported by strategic partnerships like Wrap2Earn.