Nivea launches Pay with Care campaign
Instead of asking people to reach into their pockets to make a donation or to buy a product to show they care, Nivea is asking them to, quite literally, Pay with Care. Those who make a 'Care Promise' on Nivea's website will be rewarded with a 'R10 off' voucher sent to their phone to redeem in-store...
"Through our Care is Beautiful corporate social investment programme last year we encountered so many inspiring stories of South African people who care for others in their community in the spirit of ubuntu. But to some extent there is a degree of 'donor fatigue', as we're constantly asked to contribute to different causes, not knowing where to begin to make a difference. The Nivea Pay with Care turns this concept on its head. Instead, we're giving people something in return for promising to help somebody else," said Kerstin Bird, Marketing Director of Nivea's parent company, Beiersdorf southern Africa.
"As a brand, we want to nurture the incredibly caring spirit of South Africans and we're taking to the road to inspire people to bring 'Care is Beautiful' to life in their own unique way," said Bird.
The Pay with Care campaign will be rolled out across South Africa through two 'shops with a difference'. Nivea has created a travelling 'Care Bus' and an online shop to reach out to as many caring South Africans as possible.
Make promises to care
The travelling 'Care Bus' will be open for business until the end of August. For two months, it will travel a total of 2,000 kilometres and reach 80,000 consumers throughout KwaZulu-Natal, Gauteng and Mpumalanga.
When consumers enter the Care Bus, they will be invited to choose a product: a 125ml Nivea body lotion, a Nivea Creme tin, or a Nivea deodorant - and then sit down at one of the 20 iPad stations where they will be assisted to log on to their personal Facebook page to make promises to care.
Consumers will then each get an email confirming their promises and asking them to share pictures showing how they cared.
Nivea will let consumers know where the bus will be via its Facebook page.
Those visiting the online store www.nivea.co.za make a promise to care and share this with four friends. Each 'shopper' will receive a R10 off voucher to their mobile phone to redeem in store!
