The Nivea 'Sun Band' ad is not only a genuine cross-platform campaign, but it's actually a wearable advertisement. The Sun Band magazine ad has a child-tracking bracelet embedded in it; this bracelet can be popped out of the magazine ad and placed on your child's wrist.
Users can then download an accompanying mobile app and sync it with the bracelet. They then set a safety perimeter within which the child is allowed to roam. If the child wanders beyond the safe zone, an alarm sounds. The bracelet is claimed to be reusable and humidity-resistant.
The Sun Band ad campaign is intended to signal the Nivea brand's devotion to helping your protect your children. The ad evokes Nivea's Sun Kids sunscreen, and uses that to segue into parents' other 'big beach concern,' namely kids running off and getting lost.
The ad ran in select copies of the Veja Rio magazine in Brazil.
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