THE QR-CODE SCALP

TitleTHE QR-CODE SCALP
BrandCLEAR SHAMPOO
Product / ServiceSHAMPOO
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantLOWE Bangkok, THAILAND
Entrant Company:LOWE Bangkok, THAILAND
Sales Promotion/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

The Brief

LET THE SCALP TELL THE STORY 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.

Describe how the promotion developed from concept to implementation

Shift consumers focus from beautiful hair to a healthy scalp also.

Describe the success of the promotion with both client and consumer including some quantifiable results

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. MEDIA: Guerilla Celebrity Endorsement Gossip News Lifestyle Magazine Guerilla Troop Online & Website

Explain why the method of promotion was most relevant to the product or service

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