Carat cleaned up at the Campaign Media Awards at the Lancaster London Hotel in London last night scooping three awards for Nivea Invisible for Black and White including Media Campaign of the Year.

The campaign also won Best Total Communications Programme and Best Fashion, Beauty and Healthcare Campaign. Carat also picked up a Gold for Best Use of Research with some fantastic British Gas work and a highly commended in the Best Public Sector & Charities category for Royal Marines.

This now means that Carat has won the Campaign Media Awards “Media Campaign of the Year” 3 times in the last 4 years.

Nivea wanted to find a way to cut through the cluttered deodorant market with its market with its new product, NIVEA Invisible for Black and White.  The deodorant is the first to protect clothes from those yellow stains and white marks, and NIVEA wanted a campaign that would engage consumers and bring its functional to life.

Through a partnership with online retail site ASOS, Carat developed an idea that would promote the benefit of “stain protection” and link NIVEA Invisible for Black & White with classic black and white outfits. ASOS designers created four limited edition dresses, which people could win by entering an online style challenge.

The competition was promoted through ASOS’s bought, owned and earned media; including advertorials, a microsite, social media, newsletters, magazines, individual emails and a permanent icon on the ASOS homepage. It was the first time ASOS had partnered with a brand to design, create and promote a bespoke collection of clothing and the results exceeded all expectations. More than 108,000 individuals visited the hub online and 61,594 entered the competition. Of the people who entered, nearly 50% chose to receive more information from NIVEA beating ASOS’s previous record of 33%. In sales terms, the brand achieved a 0.5% market share within three months – beating NIVEA’s Calm & Care which had been established 12 months longer and had a budget £300,000 larger.