{"id":481,"date":"2015-01-08T08:21:07","date_gmt":"2015-01-08T08:21:07","guid":{"rendered":"http:\/\/bermudiana.es\/blog\/?p=481"},"modified":"2020-07-15T16:55:07","modified_gmt":"2020-07-15T15:55:07","slug":"regalo-publicitario-de-nivea-premiado","status":"publish","type":"post","link":"https:\/\/bermudiana.es\/blog\/regalo-publicitario-de-nivea-premiado\/","title":{"rendered":"Regalo publicitario de Nivea premiado con un Le\u00f3n de Oro en Cannes"},"content":{"rendered":"<p style=\"text-align: justify;\">Esta idea, que consigui\u00f3 un <em>Le\u00f3n de Oro en la categor\u00eda de Mobile en el festival de Cannes en el 2014<\/em>, es una forma innovadora <!--more-->para distribuir un <strong>regalo publicitario<\/strong> a sus consumidores.<\/p>\n<p style=\"text-align: justify;\">El proyecto de Nivea realizado por la agencia FCB en Brasil consist\u00eda en un localizador Bluetooth que se pon\u00eda en una pulsera de papel, para colocarla en los ni\u00f1os y as\u00ed poderlos encontrar a trav\u00e9s de una aplicaci\u00f3n m\u00f3vil. Este regalo publicitario era el <em>eje de la campa\u00f1a de revistas que recibi\u00f3 el codiciado Le\u00f3n de Oro<\/em>.<\/p>\n<p style=\"text-align: justify;\">La aplicaci\u00f3n Nivea Protects fue desarrollada para el producto Nivea Sun Kids. La aplicaci\u00f3n se pod\u00eda bajar a trav\u00e9s de App Store o Google Play, se marcaba una distancia m\u00e1xima. Si el ni\u00f1o se alejaba m\u00e1s de esa distancia sonaba una alerta en el m\u00f3vil.<\/p>\n<p style=\"text-align: justify;\">Esta acci\u00f3n refuerza el <em>concepto de protecci\u00f3n<\/em> de Nivea Sun Kids. Es el <em>atributo que la empresa quiere comunicar<\/em> a sus consumidores (ver el post\u00a0<a title=\"Ir al post\" href=\"http:\/\/bermudiana.es\/blog\/articulos-publicitarios-en-la-estrategia-de-comunicacion\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: blue;\">Los art\u00edculos publicitarios en la estrategia de Comunicaci\u00f3n<\/span><\/a>\u00a0en este blog). \u00a0Las campa\u00f1as de comunicaci\u00f3n, ejecutadas en los diferentes medios (televisi\u00f3n, revistas, regalos publicitarios, eventos, etc.) han de girar en torno a ese concepto sobre el que la empresa quiere posicionarse, para <em>reforzar su asociaci\u00f3n<\/em>.<\/p>\n<div style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/QI9biMnmrVg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p style=\"text-align: justify;\">El otro atributo a destacar de esta campa\u00f1a es la <strong>innovaci\u00f3n<\/strong>. El producto es una novedad, un localizador Bluetooth (ver el post <a title=\"Ir al post\" href=\"http:\/\/bermudiana.es\/blog\/regalo-de-empresa-ganador-del-promotional-gift-award-2014\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: blue;\">Un regalo de empresa premiado en el Promotional Gift Award 2014<\/span><\/a>) asociado con una aplicaci\u00f3n para m\u00f3viles. Y tambi\u00e9n es una novedad la manera en que ese producto se utiliza como <strong>regalo publicitario<\/strong> en una campa\u00f1a de comunicaci\u00f3n.<\/p>\n<p style=\"text-align: justify;\">Seg\u00fan la informaci\u00f3n recibida, el producto Nivea Sun Kids lleg\u00f3 a ser l\u00edder de ventas en su segmento en la zona de Rio de Janeiro, con un 62% de incremento.<\/p>\n<p style=\"text-align: justify;\">Adem\u00e1s del efecto en ventas a corto plazo, la visibilidad y notoriedad que consigui\u00f3 seguro que tendr\u00e1n su efecto en la posici\u00f3n de mercado del producto a medio y largo plazo.<\/p>\n<p style=\"text-align: justify;\">Fuente: Springwise<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Esta idea, que consigui\u00f3 un Le\u00f3n de Oro en la categor\u00eda de Mobile en el festival de Cannes en el 2014, es una forma innovadora<\/p>\n","protected":false},"author":2,"featured_media":482,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-casos-reales-articulos-publicitarios"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Regalo publicitario de Nivea premiado con un Le\u00f3n de Oro<\/title>\n<meta name=\"description\" content=\"Regalo publicitario de NIvea que es el eje de una campa\u00f1a de comunicaci\u00f3n premiada en el 2014 con un Le\u00f3n de Oro Mobile en Cannes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bermudiana.es\/blog\/regalo-publicitario-de-nivea-premiado\/\" \/>\n<meta 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