NIVEA, the global skincare and personal care brand, has partnered with Zenith Media and ThePubverse by ArabyAds to deliver a 3D immersive Connected TV (CTV) campaign in the Middle East.
The campaign aims to combine cutting-edge technology with creative storytelling to reshape how brands connect with consumers across screens.
At the center of this innovation is ArabyAds’ HomeSync+ technology, which allows brands to connect the big screen and the small screen in a seamless consumer journey.
Audiences who viewed NIVEA’s 3D CTV ad were retargeted on their mobile devices within the same household, creating an uninterrupted brand experience from awareness to action.
“We are proud of the impact delivered through HomeSync+ technology and the immersive 3D experiences created with Zenith Media and ArabyAds,” said Jennifer Wartabedian, Media Manager MENA at Beiersdorf.
The campaign featured NIVEA Soft in 3D animations across LG Connected TVs in the UAE and KSA. This approach intended to not only modernise how NIVEA presented its product but also ensure the brand captured the attention of younger audiences with an engaging, interactive format.
“This campaign not only captured the multiscreen journey but also resonated deeply with Gen Z, proving the true potential of innovation in Connected TV advertising,” Wartabedian said.
“Powered by HomeSync+, the campaign exceeded industry benchmarks and delivered measurable results across the funnel, reinforcing the value of creative innovation in driving meaningful brand connections,” added Chantal Hajjar, Associate Business Director at Zenith Media.
The NIVEA Soft campaign reached more than 1 million unique households across the UAE and KSA, delivering unprecedented impact with a 16 per cent lift in brand awareness, a 22 per cent increase in ad recall, a 10 per cent boost in brand favorability, and an 11 per cent rise in purchase intent.
These results highlight the power of CTV as a performance-driven channel, proving that immersive ad formats not only build brand love but also directly influence consumer decisions.
Closing on the broader industry impact, Fred Rizkallah, Senior Director at ThePubverse by ArabyAds, stated: “This campaign is a milestone in how brands can leverage technology to create deeper, performance-driven connections with their audiences.”
“By combining immersive 3D formats with the cross-device power of HomeSync+, we’ve shown that Connected TV is no longer just a branding tool, it is a measurable, consumer-first channel that delivers real business outcomes. And together with NIVEA and Zenith Media, we’ve set a new benchmark for advertising in the region,” he concluded.
