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NIVEA Protégé print ad integrates with an app to help parents monitor kid on the beach

Nivea, a cosmetics brand with a social good twist, has launched a wearable print ad that is supposed to help parents track their children’s activity on the beach. In Brazil, just in time for a swimming season, the brand released a one-of-a-kind print advertising that allows moms and dads to create a trackable bracelet out of it.

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The wearable piece goes as part as a traditional print ad in a common magazine. Parents are invited to tear the detachable right side with a special monitor. The strip works as a special bracelet—it gets attached to a kid’s little arm and says the parents what’s the distance between them and the child.

The information is processed and displayed via a special NIVEA Protégé app that can be easily downloaded by parents, who can add as many names of their kids as they want to the iPhone or Android app.

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The bracelets are made of humidity-resistant paper so kids can swim and play in wet sand, and the pieces can also be re-worn. Parents can set the maximum distance the kids can walk. If this radius is too long, the app sends a loud alert to the parent.

Skip to the video to see how the app works.

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