Results and Effectiveness

33 million unique IP’s received 400 million impressions. On average, each user saw Clear Men messages at least 12 times for a cost of $0.06 (5 times more cost-efficient than the benchmark). 282 freestylers uploaded video clips and an incredible 30,000 people attended the final event, with police outside sending thousands of dejected fans home. Clear Men weekly sales volume rocketed +40%. The brand pyramid increased significantly from 32% to 55% for “Presence” and “committed” went from 17% to 32%.

Creative Execution

Our execution was two-pronged; starting with a digital campaign leading up to the grand finale event where we streamed delayed video to the Internet. The first phase was unbranded and used to generate buzz and create excitement through seeding, SEM and online PR articles. The #2 ranked world freestyle-football star (Vietnamese of course) was challenged publicly by another local football star. Huge word-of-mouth interest developed leading into the second phase; a call to action for users to send video clips of their free-styling football moves to a branded micro-site. On-ground Clear Ambassadors recruited more participants to challenge each other in the biggest freestyle football event in the country, ever. The feverish adrenaline rush while enjoying the freestyle competition along with rock music entertained the 30,000+ crowd. Delayed TV telecast gave this event further impact. The selected winner visited the Real Madrid Club and featured in a follow up nationwide TVC.

Insights, Strategy and the Idea

Beauty and unisex segments dominate the Vietnamese shampoo category while male shampoo is relatively unknown; Clear Men took the opportunity to educate men on their scalp requirements and how Clear Men can help control dandruff. The challenge was “how to talk to men who do not use a male specific shampoo” and convince them Clear Men is the best product for them. Our Insights showed that men’s passion points were technology and football. Our idea was to communicate the dandruff-free, non-stop performance that the target would find appealing. To communicate the products benefits we made ‘freestyle football’ the core focus of this campaign. The relevance between men showing their skills (looking good) and a young, cool approach to playing football helped us arrive at a great participatory platform.