Nivea magazine ad helps parents track kids with wearable tech

As discussed in our report “10 Mobile Trends for 2014 and Beyond,” a new crop of wearables allow users to be tracked from afar. And although this type of technology carries privacy implications, it can also allay anxiety around safety for users themselves or their loved ones. For instance, the Guardian Angel, created by JWT Singapore, is a pendant that can discreetly text the wearer’s location to select contacts in the event of an emergency.

In Brazil, Nivea created a lower-tech wearable it calls the “Sun Band” for its sunscreen brand Protégé that lets parents keep tabs on their children at the beach. A magazine ad featured a bracelet that can be popped out and wrapped around a child’s arm; parents then download an app that syncs with the bracelet and lets them set a perimeter. If a child wanders outside the designated area, an alarm notifies the parent immediately. Nivea says the bracelet, made from humidity-resistant paper, can be used more than once.

In some instances, tech that allows wearers to be tracked will be controversial, but this campaign strikes the right balance for parents by being practical, fun and easy. And it reinforces Protégé’s positioning as a brand that cares about safety by giving parents a little extra peace of mind on a day at the beach.

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