FYI Mag - New e-zine is Centre of NIVEA VISAGE Young Campaign

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The NIVEA VISAGE(R) Young - the beauty routine for young skin is to be promoted across the UK through a new campaign based on an interactive online magazine. Called FYI (fun, young, independent) the e-zine is at http://www.fyimag.co.uk.

We will be giving them genuinely useful information, from expert relationship advice to keeping them abreast of the latest music and entertainment news, all geared to giving these girls the confidence and support they need to feel a million dollars when facing a plethora of new life experiences.

    Conceived and negotiated by Carat Sponsorship and RSVP (the collaboration between Viacom Brand Solutions, Gcap Media and IPC Media), the campaign will promote five monthly issues of FYI through advertorials and promotions on the Hit 40 UK chart show and website, as well as the TMF channel and Look magazine. .

With an emphasis on 'firsts', each issue of FYI will tackle an issue concerned with giving young women the confidence to enjoy their independence. Since NIVEA VISAGE Young (http://www.nivea.co.uk) is the skincare brand for many young women as they first develop their skincare routine, it wants to equip them with the information they need on leaving school, going to university, getting their first job, etc.

The site built by Strange is created in Flash, and FYI looks like a physical magazine with pages that 'turn'.

Highly interactive and intuitive, the e-zine also contains music and entertainment sections, competitions and user generated content. Using different types of content such as podcasts, vodcasts and streaming video, there are also interactive sections to vote for a film or outfit.

The first issue, themed around relationships, features tips and advice by body language expert, Tracey Cox. There is also money advice from Alvin Hall and input from RSVP talent, including Lucio, Rickie Hayward Williams and Jo Good.

Nicole Goodwin, Senior Brand Manager, NIVEA VISAGE comments: "We are keen to develop a deeper connection between NIVEA VISAGE Young and the target audience of teenage girls. With this campaign we have the chance to build the personality of the brand in a way that we believe will resonate with 16 - 19 year olds as they enter a new phase of independence in their lives.

"We will be giving them genuinely useful information, from expert relationship advice to keeping them abreast of the latest music and entertainment news, all geared to giving these girls the confidence and support they need to feel a million dollars when facing a plethora of new life experiences."

Content for the music section is provided by Strange client Universal and the fashion visuals for the first issue are from another Strange client, Punky Fish (http://www.strangecorp.com).

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Paul Honey
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