CLEAR CUT

TitleCLEAR CUT
BrandUNILEVER THAI TRADING
Product / ServiceCLEAR SHAMPOO
CategoryA02. Best Use of Magazines/Newspapers
EntrantMINDSHARE THAILAND Bangkok, THAILAND
Entrant Company:MINDSHARE THAILAND Bangkok, THAILAND
Media Agency:MINDSHARE THAILAND Bangkok, THAILAND

Credits

Name Company Position
Kwanruethai Roopmok Mindshare Thailand Manager, Exchange Planning
Peerachai Chatsakdha Mindshare Thailand Director, Client Leadership
Piyapong Chokprasopruay Mindshare Thailand Executive, Exchange Planning
Nilufar Fowler Mindshare Thailand Partner, Client Leadership
Sutassa Hanpananon GroupM Buying Manager (Radio Buyer)
Suthipa Panyamahasup Unilever Thai Trading Co., Ltd. Market Development Director
Pantipar Pongchairerks Unilever Thai Trading Co., Ltd. Brand Manager
Chanwoot Luechaisit Lowe/Open Associate Director/ Account Management
Phairat Uaphadunglert Lowe/Open Integrated Creative Director
Komsan Wattanavanitchakorn Lowe/Open Integrated Creative Director
Wutikai Chaika Lowe/Open Art Director

Results and Effectiveness

A boring topic became a huge craze as everyone started showing off their scalps through undercut hairstyles. Talkability was driven both online and offline, delivering media value of over $1mUSD. Clear increased its facebook fanbase from 7,000 to 20,000 in just 10 days. And Clear’s share of market increased from 12.7% to 13.4%.

Creative Execution

We tapped into the growing trend in Thailand for “undercut” hairstyles by taking over Thailand’s 2nd-largest newspaper’s cover page for two consecutive days. The content highlight the new scalp exposing trend, showcasing undercut styles and discussing the fashions and lifestyle associated with the trend. The content then married the trend with Clear messaging on achieving a healthy scalp that consumers would be proud to show off. The campaign was extended into Clear’s facebook page, where consumers were invited to share their undercut photos.

Insights, Strategy and the Idea

Clear were launching a new variant incorporating proprietary technology, Nutrium 10, promising to deliver three layers of nourishment to both hair and scalp. The key objective of the launch was to gain market share by driving Clear’s position as scalp care experts amongst younger users of both anti-dandruff and non-medicated shampoos. The challenge for Clear was to get consumers thinking about scalp care in a positive sense. Scalp care is not only a dull and functional topic, but it is also a somewhat unattractive territory of hair care. Consumers reluctant to discuss problems in scalp health, perceiving the subject matter and its associated problems as embarrassing and overly personal. So the task for communications was to position scalp health in a positive and exciting way, encouraging consumers to see scalp health as something to be aspired to, rather than embarrassed about.