The campaign, called Healthy Living, aims to highlight the benefits of oxygen in sustaining a healthy lifestyle and features a mini-site where audiences can customise an e-magazine and upload photos to become the ‘Rayli Beauty’ cover girl.
To create a personalised magazine, users answer a series of health-related questions to determine which advice columns and articles will be included in their magazines. The articles are also personalised to include users‚ names and host slots to upload additional photos.
Nivea’s site also includes quizzes, a question-and-answer forum, product information, expert advice and contests to win Nivea Oxygen products.
The campaign is additionally promoted through display and integrated advertising on Chinese sites Rayli, Sohu, Onlylady, MSN and Tianya.
