Inspiring care across South Africa
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’ NIVEA 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,” says 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!” says Bird.
Turning a promise to care into Rand value
The Pay with Care campaign will be rolled out across South Africa through two “shops with a difference”. NIVEA has created an exciting travelling ‘Care Bus’ and an online shop to reach out to as many caring South Africans as possible.
The travelling ‘Care Bus’ – will be open for business from June 27 until the end 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 of choice – 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 onto their personal facebook page to make promises to care.
NIVEA consumers will then each get an email from NIVEA 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!
Care is Beautiful
Last year, NIVEA launched Care is Beautiful, a corporate social investment initiative which celebrated and invested behind real South Africans, inspirational people who dedicate their lives to caring for others in their communities. Beiersdorf South Africa invested just over R1 million in 2014 in the people and NGO’s behind its TV commercial. They also distributed 45 000 care packs to consumers and 55 000 care packs to care givers/social workers during December 2014. The NIVEA Pay with Care initiative is an extension of this, to inspire care across South Africa.