The new NIVEA Urban Skin face care line is specially developed for the specific skin needs of a young woman in an urban area. The new line not only promotes cell renewal, but also protects against polluted air in the city. How can we create relevancy for potential buyers who lives in the city?
Knowing this, the best way to trigger attention and boost relevance is to use the location <city> of the viewer in the intro. Also during the movie we show the map of the city. The outro is personalized with the words “city proof” based on the location of the viewer, as in: Make your skin Amsterdam-proof (see the dynamic video). In addition, we also adapt the ad based on time of day.