Angel Di Maria et Kevin Trapp dans la nouvelle publicité NIVEA MEN

A 48 heures du Clasico français entre le Paris Saint-Germain et l’Olympique de Marseille, NIVEA MEN, fournisseur officiel du Paris Saint-Germain depuis 2013, met une nouvelle fois en scène les joueurs du club dont les recrues Angel Di Maria et Kevin Trapp, dans une nouvelle campagne publicitaire.

Ce quatrième opus de la saga Paris Saint-Germain – NIVEA MEN met en scène l’argentin Angel Di Maria, le gardien allemand Trapp et les brésiliens Lucas et Marquinhos dans des situations très masculines, très clichés comme un bras de far dans un bar undeground ou une séance de découpe de bois à la hache. L’objectif pour NIVEA MEN est simple : démontrer que les hommes les plus virils prennent soin d’eux-mêmes grâce aux produits de la marque.

Angel Di Maria, Kevin Trapp & Marquinhos dans la nouvelle publicité NIVEA MEN

Lancée en 2014 avec une activation User Generated Content, cette saga publicitaire est devenu un véritable case study d’activation à 360 degrés d’un partenariat entre une marque et un club sportif, primé par un Grand Prix Stratégies du Sport en 2014. En quête de nouveaux consommateurs, NIVEA MEN a donc identifié le Paris Saint-Germain comme le vecteur clé pour gagner en notoriété. Le partenariat avec le club a été activé en TV avec des spots publicitaires mettant en avant les joueurs stars du club comme Zlatan Ibrahimovic, Edinson Cavani, Blaise Matuidi, David Luiz et maintenant Angel Di maria, dans la presse, dans les points de vente avec des promotions et produits dédiés, de l’échantillonnage au Parc des princes, mais aussi des opérations et jeux-concours sur Internet…   Les chiffres de 2015 attestent de l’efficacité du plan d’activation puisque la marque confirme avoir recruté plus de 900 000 nouveaux consommateurs et un taux d’association avec le Paris Saint-Germain dépassant les 50% sur une cible masculine 16-65 ans. Une belle performance qui a permis à NIVEA MEN de gagner des parts de marché et de passer numéro 2 du soin Hommes en France en 2015.

Prochaine étape pour NIVEA MEN et le Paris Saint-Germain : le million de consommateurs !

NIVEA-MEN-publicité-paris-saint-germain-bloc-marque

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