Case Studies

Jackmorton / Health, Online / Brand Ambassadors, Hosts, Logisitics, Management, Sampling

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Jack Morton – Nivea, Dare to Dip

19th March 2013

WHAT OUR CLIENTS SAID

"Kru Live have provided our staffing requirements for Nivea’s recent Dare to Dip campaign. Kru Live have shown us great flexibility and agility in supporting our changing needs and taken the time to really understand the core characteristics of what we require from the staff. The quality of their staff is always of a high standard and they deliver results every time, despite the unusual nature of our requests! Kru’s outstanding customer service is coupled with a real desire to constantly improve their service and deliver results and they are always a pleasure to work with "

Account Director / Jack Morton Worldwide

Jack Morton Worldwide

Nivea


NIVEA are daring women everywhere to show off their confidence by taking a dip with NIVEA this summer. When your skin looks good you feel good, you feel more confident and just a touch more daring.
NIVEA have been talking to women in a campaign encouraging them to show off their daring side by pledging to take a dip with NIVEA.

Women were challenged to rally their friends and take their confidence to the next level by sharing their first swimsuit reveal of the season with NIVEA in a spectacular open air dip in London, managed by Jack Morton Worldwide (JMW), the global brand experience agency. As Jack Morton’s staffing partner and following the success of our work together on NIVEA’s Dare to Kiss Activation on New Year’s Eve, we were tasked to provide a team of vibrant, intelligent, supportive and engaging female brand enthusiasts on NIVEA’s Dare to Dip event in Covent Garden.

This team consisted of Event Managers, Team Leaders, Brand Ambassadors to act as ‘Buddies’ to the participants, Registration Hosts, iPad Hosts, Runners, Drivers and Lifeguards.

To support the activation, Kru Live also provided a sampling hit squad to target surrounding areas distributing 100k NIVEA In-Shower Body Moisturiser Samples within a 10 hour timeframe.

In the build-up to the event, Kru Live supplemented the Jack Morton logistics team with internal office based staff who were tasked with contacting, qualifying, booking and confirming the lucky dippers who put themselves forward via NIVEA’s Facebook page.


The Kru Live booking team were briefed on the importance of sourcing ‘real women’ who the public could relate to. Much like NIVEA’s brand messaging they needed to ooze sisterhood; be supportive, encouraging and confident, fun, engaging and caring, therefore a bespoke recruitment and selection process was required.

Ahead of the live day, the booking team conducted a detailed verbal briefing as well as a written brief via their online staff portal which includes all event detail and objectives.
Further to this, using our online ‘Kru Report’ system the booking team put together a knowledge checker to ensure that the team fully understood key messages, roles, responsibilities so that they were fully prepared ahead of the briefing and live day.

A great example of the impact and level of service the team provided is perfectly summed up by a dippers comment on NIVEA’s Facebook page: “Whoever the young woman was in the centre, she and the rest of the crew were FAB today, much love to all of them for the great day!”


Following on from this success the planned UK events will be going ahead – July sees a team on a ‘Dare to Dip Mini Tour’ encouraging online participation to vote for NIVEA’s Ultimate Pool Party (known as the Dip Skip)
The ‘Dare to’ movement plans to develop over the next 2 years
There was 100% staff attendance across 56 staffing days
100k samples were distributed within 1 x 10 hour window
Online pledges to dip are currently at 36, 966 on NIVEA’s Facebook page
Kru Live received fantastic client, public and staff feedback
Overwhelming dipper and spectator positive responses and comments on social media

Nivea Dare to Dip Event Video

Email: Info@krulive.com Telephone: 0207 736 1188

Jack Morton Worldwide

Nivea


NIVEA are daring women everywhere to show off their confidence by taking a dip with NIVEA this summer. When your skin looks good you feel good, you feel more confident and just a touch more daring.
NIVEA have been talking to women in a campaign encouraging them to show off their daring side by pledging to take a dip with NIVEA.

Women were challenged to rally their friends and take their confidence to the next level by sharing their first swimsuit reveal of the season with NIVEA in a spectacular open air dip in London, managed by Jack Morton Worldwide (JMW), the global brand experience agency. As Jack Morton’s staffing partner and following the success of our work together on NIVEA’s Dare to Kiss Activation on New Year’s Eve, we were tasked to provide a team of vibrant, intelligent, supportive and engaging female brand enthusiasts on NIVEA’s Dare to Dip event in Covent Garden.

This team consisted of Event Managers, Team Leaders, Brand Ambassadors to act as ‘Buddies’ to the participants, Registration Hosts, iPad Hosts, Runners, Drivers and Lifeguards.

To support the activation, Kru Live also provided a sampling hit squad to target surrounding areas distributing 100k NIVEA In-Shower Body Moisturiser Samples within a 10 hour timeframe.

In the build-up to the event, Kru Live supplemented the Jack Morton logistics team with internal office based staff who were tasked with contacting, qualifying, booking and confirming the lucky dippers who put themselves forward via NIVEA’s Facebook page.


The Kru Live booking team were briefed on the importance of sourcing ‘real women’ who the public could relate to. Much like NIVEA’s brand messaging they needed to ooze sisterhood; be supportive, encouraging and confident, fun, engaging and caring, therefore a bespoke recruitment and selection process was required.

Ahead of the live day, the booking team conducted a detailed verbal briefing as well as a written brief via their online staff portal which includes all event detail and objectives.
Further to this, using our online ‘Kru Report’ system the booking team put together a knowledge checker to ensure that the team fully understood key messages, roles, responsibilities so that they were fully prepared ahead of the briefing and live day.

A great example of the impact and level of service the team provided is perfectly summed up by a dippers comment on NIVEA’s Facebook page: “Whoever the young woman was in the centre, she and the rest of the crew were FAB today, much love to all of them for the great day!”


Following on from this success the planned UK events will be going ahead – July sees a team on a ‘Dare to Dip Mini Tour’ encouraging online participation to vote for NIVEA’s Ultimate Pool Party (known as the Dip Skip)
The ‘Dare to’ movement plans to develop over the next 2 years
There was 100% staff attendance across 56 staffing days
100k samples were distributed within 1 x 10 hour window
Online pledges to dip are currently at 36, 966 on NIVEA’s Facebook page
Kru Live received fantastic client, public and staff feedback
Overwhelming dipper and spectator positive responses and comments on social media

Nivea Dare to Dip Event Video