International personal care brand Nivea has partnered with Cancer Research UK to support the organisation’s ‘Race for Life,’ a series of women-only events raising money for research into 200 types of cancer. To support the research, Nivea appointed creative agency Space to create ‘Shower Empowered,’ a campaign that offers a fun, liberating ‘shower karaoke’ experience.

Claire Marlow, brand manager at Nivea, says, “Race for Life are fantastic events that raise money to help fund research into over 200 types of cancer. We wanted to add some extra celebration and feeling of empowerment for people taking part. And a mass shower karaoke felt like the perfect way to give participants and supporters a day to remember and the chance to sing their hearts out.”

The objective of ‘Shower Empowered’ is to bring attention to Nivea’s shower and body care ranges by offering customers a memorable experience that will emotionally connect the brand to its audience. To create this immersive campaign, Space built portable a shower unit where both members and supporters of ‘Race for Life’ can celebrate their achievements by going in and singing along to a tune from the customised list of empowering songs.

David Atkinson, managing partner at Space, says, “We’re all extremely proud to have created an experience that not only celebrates Race for Life but also enables the Nivea brand to add to the day. The events are already a collective experience and our ‘Shower Empowered’ activation extends this.”

To further enhance partnership with Nivea, the microphones have been designed to look like Nivea shower bottles. At the end, Nivea will hand out goodie bags to all attendees that will include Nivea samples and a coupon. A QR code flyer will also be handed out, allowing people to find their photo online.

This is not the first time Nivea supports Cancer Research UK, with the brands collaborating back in 2012, when Nivea tried to raise money for the charity’s life-saving research supporting skin cancer, through its range of sun cream.

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