In February, NIVEA launched Stress Protect, a new deodorant designed to provide extra protection in stressful situations. Our job was to drive awareness of the product amongst young, professional women and to forge a deeper connection with the brand. So we came up with the idea of the world's first interactive date: a YouTube video where you could cause stressful situations to happen just by clicking on objects in the restaurant. The videos were shot with filmic quality and there were plenty of surprises and laugh-out-loud moments.

Launch the campaign
Published
April 2013
Topics

The Story

In February, NIVEA launched Stress Protect, a new deodorant designed to provide extra protection in stressful situations. Our job was to drive awareness of the product amongst young, professional women and to forge a deeper connection with the brand. So we came up with the idea of the world's first interactive date: a YouTube video where you could cause stressful situations to happen just by clicking on objects in the restaurant. The videos were shot with filmic quality and there were plenty of surprises and laugh-out-loud moments.

To make the date, we filmed a loop of the couple enjoying their dinner and nine stressful scenarios. Then we created clickable hotspots around certain objects in the restaurant. When you clicked on an object, we used the YouTube API to seamlessly skip to one of the stressful scenarios, which was at a different point in the video. The scene would play out, then we resolved back into the loop where you could click on another item. The hotspots were overlaid on a customized YouTube video and built in HTML and HTML5, creating a truly cross-platform experience across desktops and tablets.

The Technology

The Results

The experience was genuinely engaging, with the majority of people interacting with it for more than three minutes. It has been awarded FWA Site of the Day and featured on the best industry blogs, including Creativity Online and Ads of the World. Social media also spread the word, with over 4,500 Facebook ‘Likes’ and 41,520 impressions on Twitter. Great for a campaign with very little media spend. The breadth and depth of engagement created a brilliant result for the client and made it A Date To Remember.

6:51

Average engagement in minutes

2.6K

lines of code written

205K

views

Launch Date Feb. 14, 2013