NIVEA’s voting contest allows all Russians to nominate an abandoned ice
rink in their area. The one with the most votes receives funding from NIVEA to
enable it to be brought back to life. After its reconstruction, the rink is
maintained by its respective city administration.
In the first year of the contest, NIVEA received 61 submissions from 51
cities. In 2017 the figures leapt to 327 submissions from 131 participating
cities. Modernized ice rinks can now be found from Kostroma to Bratsk; the
cities of Tolyatti, Novosibirsk and Velikiye Luki were added in 2017.
Beiersdorf Russia Marketing Director Thomas Dodane enthusiastically
recounts, “We’ve been running the 'Vote for Your Ice Rink!' project for a good
reason: NIVEA is one of the leading global skin care brands, and providing care
is its main mission. Our aim to care for consumers in Russia led to the
project's development.”