Magazine Ad With Removable Bracelet Links To App Which Tracks Your Child At The Beach


Last year, FCB Brazil developed a magazine insert for Nivea which had solar panels and a USB port affixed to it that could be used by beach goers in Brazil to charge their phones so they never have to leave the beach. It was an interesting entry into the ever growing product development avenues many agencies are now exploring.

This year, the brand is you with another product of sorts. It’s invented an ingenious way to keep track of your kids while you are enjoying a day at the beach.

The product, called Nivea Protege, is again a magazine insert. This time it’s a print and mobile combination which allows you to remove a bracelet from the magazine insert, affix it to your child’s wrist, download an app and sync the two so that you can maintain contact with your child through a Bluetooth link.

Parents using the app will receive an alarm if their child wanders beyond the maximum distance one sets for one’s child. And a radar-like map will help parents locate their child once the alarm goes off.

While the wrist band is made from “humidity resistant” paper, it’s unclear whether or not it will function if the child decides to saunter into the water. Then again if your child is wandering off into the ocean, perhaps you might pay a bit more attention.

It’s a nice follow up to last summer’s phone charger and we’re excited to see what they come up with next.

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Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Strategy | Creative Of The Day


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  • Luiz Centenaro

    Brilliantly executed campaign, I love that this is extremely practical and adds value to parents.


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