Buzz marketing Campaign with Flash Mob for Nivea

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The art of the flash mob has been used for protests, satire, entertainment and artistic expression. As a familiar trend in the advertising industry, can agencies and brands reinvent them for 2012?

The Wow Factor with Q10+ skin

A woman is wooed after sampling Nivea’s Q10 cream

This buzz marketing campaign was released in April 2012 in the town of Rouen, France for Nivea Visage Q10. This TV spot and web video also uses a combination of flash mob and street theatre. An unsuspecting target samples Nivea’s anti-wrinkle cream at a pop up store and as she walks away, attracts a storm of male attention, including dancing firemen and her very own prince charming. The scenes were captured with hidden cameras and humor is king in this 20 seconds TV spot.

According to the agency, most of the people in the live stunt are real citizens of the town of Rouen, including the gardener and girls on the boat as well as the city’s official basketball team. The 60 people flash mob passing out in the scene that takes place at the Hotel de Ville are employees of the Rouen Ferrero factory.

Flash Mob and Nivea “L’Effet Wouaaah” (The Wow Factor) TV Spot

What do you think – have flash mobs become a tired trend or is there still room for innovation? There’s also the question as to how staged the public involvement and reactions are – after all – that is a big part of the novelty.