Nivea wins top award in ActMedia 2000 show

Nivea has won the gold award at the ActMedia Asia Creative Awards

2000 for a campaign for its new skin-firming complex body lotion,

created by TBWA Singapore and Beiersdorf AG Singapore.

Taking the silver award was Unilever Philippines' Close-Up Crystal

Toothpaste campaign, while Scott Ultra toilet tissue (Kimberly Clark

Singapore and Creative Vision) won the bronze.

"A brand evolves from the totality of what the consumer experiences,"

said Ogilvy & Mather regional management supervisor Andy Locke.

"A consumer's opportunity to experience (OTE) upon contact with the

brand is a new creative challenge."

The ActMedia Asia Creative Awards were designed to recognise campaigns

which successfully provided an interactive OTE communication environment

for consumers - for example, the Nivea campaign communicated the brand

benefit of "making your skin tight and healthy" with a moving cut-out of

a woman exercising, while Scott provided actual samples of its new

toilet tissue for consumers to see, touch and feel the key

attributes.

The winning campaigns and others will be exhibited at the ActMedia Asia

Creative Fair 2000 in Singapore on September 8.

Mr Locke and a number of other industry speakers will also present their

ideas about the role that OTE plays in the new FMCG marketing

environment.