Sledge gets Sunwise     (Brand Experience) 

Leading agency Sledge is capitalising on a rumoured hot summer by collaborating with  client Nivea Sun to create a nationwide "Sunwise" experiential roadshow. Bethany Hutton-Stigga (6 May'09)

The event will promote sun protection and the benefits of Nivea Sun Children’s Sun Spray range. Sledge's pedigree in devising live brand experiences sees the creation of a roadshow which combines fun and information and expands on the educational work that Nivea Sun does in primary schools. Sledge's activity will form part of a national integrated campaign which incorporates TV and press advertising.

At the heart of the experience will be the Nivea Sun bus which invites children to interact with the aid of five cartoon characters. These Sunwise Set characters (headline pic) are charged with expounding the 10 Golden Rules of Sunwise Sense from defined areas of the bus.


They include the Sunwise Science Lab where "Indria" the Sunwise Set character teaches  the children the science of the sun. Elsewhere the Weather Station encourages kids to make their own weather reports, the Adventure Corner comes stocked with story books and the Sunwise Games area advises on ideas for games and sports to play in the sun.


The Roadshow also introduces a stage for the five Sunwise Set characters to engage and entertain the audience with chestnuts such as "the Sunwise Rap" throughout the day.

The Children’s Sun Spray stations will allow families to use Nivea's Sun Spray and sample the protection for themselves.

  (Above) The Nivea Sun bus on its Brighton route

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 in July and August. Chessington World of Adventures & Zoo and Legoland Windsor will also feature on the roadshow beat.


 “The campaign Sledge has created for Nivea Sun is focused on engaging with and educating families," said Nikki Seery at Nivea Sun. "Sledge understood our brief exactly and met all our objectives to communicate, interact and, above all, engage consumers. They have created a campaign that complements our existing marketing and really brings it alive.”



Ian Irving, Sledge's commercial director commented: “We have created a campaign for Nivea Sun that is family focused, engaging and educational but non-intrusive and fun. It is designed to enhance a family’s day out – not interrupt it. The Nivea Sun brand is strong and well established, giving us a great platform to work from.”

RK  _________________________________________