Focus on advertising innovation: Nivea magazine ad features tracking bracelet to keep kids safe on the beach

The award winning Brazilian ad for Nivea features a wearable, reusable, disposable tracking device built into a magazine with humidity-resistant paper.
Nivea partnered with FCB Brasil to create Nivea’s latest ad, for Nivea Sun sunscreen. PSFK reports that the magazine print ad has a detachable right side that turns into a trackable bracelet. Customers rip off the bracelet, attach it to their child’s arm, then download the companion app. In it, parents can add each child’s name to the bracelet and set the maximum distance each child can wander. If the child goes too far, the app sends a loud alert to let you know.
The ad won the mobile grand prix at the 2014 Cannes Lions Awards. 

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