Launching in Australia, an endearing yet daring ‘Nexcare Nana’ has been enlisted to wear Nexcare™ Waterproof Bandages and be put through some gruelling tests to reveal the bandages’ effectiveness against water, dirt and germs.
The humorous videos which star Beverly Polcyn (MTV Movie Award for Best Kiss 2002 nomination, Not Another Teen Movie) and includes unconventional situations where Nana falls into a dumpster, drives through a carwash, is sprayed with an industrial fire hose and has dirt dumped on her, looks to show consumers the durability and reliability of the Nexcare Waterproof Bandages.
The content series is designed to entertain, whilst communicating key product benefits including its clever waterproof and breathable material. Thanks to its 360˚ seal, Nexcare Waterproof Bandages can effectively keep out dirt and as a result, keep out germs.
The content series, produced in New York and tailored to the Australian market, is housed on the Nexcare Australia YouTube Channel and amplified across the Nexcare Brand Facebook page. The Nana vs. Dirt, Nana vs. Germs, Nana vs. Car Wash and Nana Vs. Water videos are part of an integrated 360 campaign including paid digital media and a public relations strategy from Magnum & Co.
Diana Cornall, 3M ANZ Senior Brand Manager said: “With a product consumers might not see as ‘interesting’, Nexcare Brand wanted to cut through and reach consumers with an engaging and memorable content series.”
Client: Nexcare Brand from 3M
Agency: Grey, New York
Production Company: Bandito Bros., Los Angeles
Editor (person & company): Ross Harris
Principal Talent: Beverly Polcyn
PR & Social Media Agency (Australia): Magnum & Co