Global brand experience agency Jack Morton Worldwide recently executed what has been classed as “a spectacular open air experience” in London’s Covent Garden. The campaign for NIVEA, one of the most recognised and trusted global skin and beauty care brands was created in partnership with Jack Morton, Draftfcb and Agency Republic. The ‘Dare to Dip’ campaign tour which began in Copenhagen has been travelling through cities in Europe including locations in the UK. It invites women to take part in public swims with friends in a branded repurposed skip which doubles as a pool. The event challenged women to join in a series of amazing bikini clad - events designed to take their confidence to the next level by sharing their first of many dips this summer at an iconic location. With captured content shared from the first dip at every location being used across TV, radio, online and print media.

Contracted by Jack Morton Worldwide, event specialists Stage Electrics were commissioned to supply and install the full technical, set and staging solution when the event was staged at Covent Garden in London. The company’s scenic division provided full scenery and set construction services which included providing the staging, platforms, raised walkways, changing rooms and corporate branding which made up the elaborate set. Additional technical equipment included set lighting, radio mics, video and DJ equipment which was supplied for the KISS FM DJ’s and comperes who hosted throughout the day.

Suzi Thrift, Production Director at Jack Morton Worldwide commented: “We were extremely pleased with the way the set and staging looked; the event was a great success. The whole technical delivery ran smoothly, the overall look was fantastic and it certainly grabbed the attention of the crowds in Covent Garden”.

These events are part of Nivea’s on-going campaign to liberate women with their philosophy that “if you feel good in your skin you can have the confidence to do anything” and by encouraging women to feel good about their bodies when outside, they will want to invest in looking after their skin more. Aimed at increasing the engagement with a younger audience through the use of social media channels Facebook and Twitter, fans were able to direct where in the UK the tour visited. Nivea’s Facebook page, which served as a hub allowing visitors to register to take part, reported the Covent Garden event selling out in less than 24hrs and a record number of 25,000 guests pre-registering to attend over all locations.