Being online has become central to everyday life.
We carry our whole world in our pocket (studies show that we find forgetting
our phone as stressful as a trip to the dreaded dentist), but the rise of
digital do-it-all means that even though we’re more connected than ever, we’re
more and more disconnected from real, human interaction. 74% of people would
rather text us than talk to us and 65.5% can’t even go to the bathroom without
scrolling through our social media.
As a company with the core value of Care at the center
of everything we do, we see it as our responsibility to try and find a solution
for this - not only within the company, but also for consumers. NIVEA stands
for caring about people and how they feel in their skin, and we believe that
now more than ever, the world needs meaningful relationships and connections.
That’s why the NIVEA Co-Lab was created, to
enable the very people who use our products to have a say in what we do. Beiersdorf
Head of Global Digital Activation, Matt Marlow, is convinced that this approach
will generate exciting new thinking: “When it comes to creativity, we recognise
that good ideas can come from anywhere. So we’re reaching outside of our normal
approach to creative development and are involving the very communities who use
our products to tell us what we should do.”
The result should be technology-based ideas,
which aim to bring people together and to enhance their relationships. In
exchange, the finalists (1 from each country) will have the opportunity to work
with us and one of our global digital agency partners, Cheil Worldwide, and
have their work produced and executed globally. This is an opportunity to not
only help bring innovative ideas to life but also a valuable experience for
participants to be mentored professionally by some of the best minds in the
industry. The finalists will also receive 10,000 EUROS and a trip to NIVEA HQ
in Germany to present their ideas.
“For the pilot, we’ve carefully chosen the
countries based on their reputation for creativity and technology, but also
countries which are culturally different from each other so we get a broad
spectrum of ideas. Based on the positive response we’ve received so far we’re
already planning to roll this initiative out across more of our markets“, says
Marlow.