NIVEA SUN® has appointed leading agency Sledge to create a nationwide ‘Sunwise’ experiential roadshow to promote sun safety and the NIVEA SUN® Children’s Sun Spray range.
The Sunwise roadshow will promote sun safety to families in a fun and educational way whilst they are visiting family attractions throughout the summer. This activity builds on the work that NIVEA SUN® currently undertakes in educating primary schools about the power of the sun and importance of sun protection. The activity is part of a national integrated campaign incorporating TV and press advertising
The experience will take place in and around the NIVEA SUN® bus which features interesting areas for kids to explore and interact with. Five cartoon characters in the NIVEA SUN® ‘Sunwise Set’ will introduce the 10 Golden Rules of Sunwise Sense. The five characters come alive in their own areas of the bus:
The Sunwise Science Lab is where children can discover the science of the sun with ‘Indria’ the Sunwise Set character that brings sun science to life
The Weather Station will be where children can make their own weather reports with Geography nerd ‘Nigel’ who can make Geography a fun subject.
The Adventure Corner is stuffed with story books telling adventure tales children will love. With ‘Alice’ bringing the stories to life, this is no ordinary English department.
The Sunwise Games area will contain ideas for games and sports to play in the sun with ‘Emilio’ whose favourite subject is PE.
The Sunwise Roadshow will also incorporate a stage for the five Sunwise Set characters to perform, sing ‘the Sunwise Rap’ and entertain the audience at set times throughout the day. Many locations will also incorporate a NIVEA SUN® Children’s Sun Spray station so that families can sample the Sun Spray themselves and make sure they are protected for the day.
The roadshow began in May at the NIVEA SUN® Yellowave centre in Brighton – the UK's first permanent beach sports venue. It will then tour family attractions nationwide throughout the school summer holidays (July and August). Other locations include Chessington World of Adventures & Zoo and LEGOLAND Windsor.
Nikki Seery at NIVEA SUN® says: “The campaign Sledge is creating for NIVEA SUN® is focused on engaging with and educating families. Sledge understood our brief exactly and met all our objectives to communicate, interact and, above all, engage consumers. They have created a campaign that compliments our existing marketing and really brings it alive.”
