Campaign details

Brand: Shield
Lead Agency: Gorilla
Region: EMEA

Strategy

Objective

Create brand awareness during the Soccer World Cup. Highlight Shield's efficacy within pressure moments of the game.

Get lapsed Shield and Nivea users to switch by convincing them that Shield offers ultimate protection when they move.

Target Audience

LSM B 18 - 35 male. Driven, aspirational and motivated.

A passion for soccer; seen as a form of escapism from everyday life.

Creative Strategy

The FIFA World Cup 2018 is the most talked-about event of the year online, on mobile. Shield needed an angle as an antiperspirant brand to talk to our consumer in a relevant way. Something which landed our product efficacy messaging during this exciting tournament (that we didn't have any rights to associate with).

To land our messaging within football and be relevant to key moments, we focused on the places our soccer fans follow the game; their mobile phones - both for Sports news and real time social commentary through Twitter. Using smart media technology, we made sure we were part of every World Cup game and each relevant brand moment.

Context