For Nivea Deo Fresh, we want to target two audiences with the same need : Freshness !

The first target group is M&F – aged 20-35

The second is M&F – aged 45+

Both targets lead an active and social lifestyle with some activities including fitness (gym, yoga, running, weightlifting) and outdoor activities (scuba diving, skiing, going out for diner).

Feeling confident in their social and professional lives is crucial.

Their affinity to hygiene makes them open to the message of anti-bacterial, but they still believe fragrances are key to freshness.

As the two targets are considered as having the same importance, We propose to use two environments to optimize the targeting:

The Basic Fit clubs

The railway stations

As the campaign shall last for 4 weeks, we shall broadcast on specific days and times of the day focusing on the moments when the target groups footfall is high.