THE QR-CODE SCALP

TitleTHE QR-CODE SCALP
BrandCLEAR SHAMPOO
Product / ServiceSHAMPOO
CategoryC01. Integrated Media Campaign
EntrantLOWE Bangkok, THAILAND
Entrant Company:LOWE Bangkok, THAILAND
Advertising Agency:LOWE Bangkok, THAILAND

Credits

Name Company Position
POM CHAIYAPORN LOWE CCO
Komsan Wattanavanitchakorn LOWE Intergrated Creative
Phairat Uaphadunglert LOWE Intergrated Creative
Chalit Manuyakorn LOWE CREATIVE DIRECTOR
Noppakate Tawun-unnop LOWE COPYWRITER
Wutikai Chaika LOWE Art Director
Pornchai Sanchaichana LOWE Creative Director
Natwithu Saengvichien LOWE Print Producer
Boonchai Suksuriyayothin LOWE Planner
Chanwoot Luechaisit LOWE Account Manager

Results and Effectiveness

Traffic to the website increased by 400%. 0 paid media investment, yet reached 10 million people through PR. Became one of the hottest hairstyles in town.

Creative Execution

We let the scalp tell the story. The าQR-code hairstyleำ was created with the collaboration of a hair stylist and IT engineer. It was the ultimate medium to showcase the product benefit. Then guerilla troops were sent around the city center to provoke people to scan the QR code. This led them to the Clear website. We persuaded a TV celebrity to adopt a QR code hairstyle, which led to a PR explosion in magazines, newspapers and fashion blogs to name a few. TRY IT! SCAN THE SCALP

Insights, Strategy and the Idea

LET THE SCALP TELL THE STORY BACKGROUND: Shampoo communications bombard people with messages about beautiful hair. When CLEAR shampoo was launched it was the first shampoo that focused on the importance of a healthy scalp, the real foundation for beautiful hair. CHALLENGE: Shift consumers focus from beautiful hair to a healthy scalp also.