Furthermore, 79 percent of
men in the study confirm that sport professionals and their preparation
routines are a valuable source of inspiration to enhance their own preparation
and performance. NIVEA MEN therefore offers an exceptional look behind the scenes
of Real Madrid: In a
video, Sergio Ramos, Marcelo, Isco and Lucas Vázquez share personal insights from the locker room. Fans get to know the "men behind the players" – their
rituals, their motivations and their preparation techniques.
“Thanks to the trusting collaboration with Real Madrid we are able to give
football fans such moments of unique closeness,” says Ingelfinger.
“Through this we inspire men to prepare and become the best possible versions
of themselves.” Throughout the five-year
contract, NIVEA MEN will continue to innovate and produce a wide range of
marketing activities featuring Real Madrid players as protagonists across touchpoints
like point of sales, TV, in-stadium and social platforms. With the digital power of both brands, online
activities will remain a major focus to address the target group.
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1 Online survey conducted by Statista in November 2017,
on behalf of Beiersdorf AG, representative with 250 men between 18 and 69 per
country: Austria, Bolivia, Chile, China, Greece, Hungary, Indonesia, Korea,
Malaysia, Mexico, Paraguay, Peru, Poland, Saudi Arabia, South Africa, Spain,
Thailand, United Arab Emirates and Vietnam.