CLEAR F1 FANTASY CHAMPION APP

TitleCLEAR F1 FANTASY CHAMPION APP
BrandUNILEVER
Product / ServiceCLEAR ANTI-DANDRUFF SHAMPOO
CategoryA08. Best Use of Other Digital Platforms (Incl. Mobile Devices)
EntrantPHD Shanghai, CHINA
Advertising Agency FUGUMOBILE Shanghai, CHINA
Media Agency PHD Shanghai, CHINA
Entrant Company PHD Shanghai, CHINA

Credits

Name Company Position
Denise Ng Inmobi Strategy Account Director
Amanda Zhou Inmobi Brand Sales Director
Carl Lan Fugu Mobile Business Director
Ranjit Singh Fugu Mobile Ceo
Rachel Chen Phd Digital Planner
Kamy Shen Phd Digital Supervisor
Zoey Lin Phd Digital Director

Results and Effectiveness

Although only half way through the 2013 F1 Championship, the utility and entertainment within the app has created a strong role for brand with Clear’s F1 Fantasy Champion delivering over 20,000 hours (YTD July) of branded gameplay for China’s passionate F1 fans. In the process delivering impressive results by driving reach and engagement.

Creative Execution

Clear is the sponsor of the Lotus F1 team and used this to forge a closer connection China's passionate male sports fans. Partnering with the number one sports news portal, Sina, Clear took over their F1 Channel, using it as a platform to engage our audience. Clear also saw an opportunity to leverage the growth in mobile entertainment to connect with Chinese passionate sports fans by creating China's first sport fantasy mobile game. With 380 million smartphone users and with 76% using their phone for entertainment, the stage was set for Clear to create an immersive F1 experience to compliment the sponsorship of Sina's F1 Channel. Using QR code embedded display, and mobile display, our F1 fans could download the app directly and create their own F1 Fantasy Team. By selecting drivers and manufacturers players could create the ultimate F1 team, competing in a virtual F1 Championship.

Insights, Strategy and the Idea

Chinese men are passionate about sport. This is especially true for China’s F1 fans. Combining this passion with their sponsorship of the Lotus F1 team, Clear Anti-Dandruff Shampoo launched China’s first sport fantasy mobile game in 2013. The Clear F1 Fantasy Champion Mobile App formed an important part of the brand’s strategy for 2013, enabling the brand to intimately connect its F1 sponsorship with Chinese’s fans passion, while fueling awareness and engagement with males to accelerate Clear’s business growth in China. In creating China's first sport fantasy game – the 2013 Clear F1 Fantasy Champion Mobile App uses innovative and immersive gameplay to meet our passionate fans preference for more mobile entertainment and innate preference for social vs. individual gaming by letting players: Create an F1 team. Invite and challenge friends to join. Race against teams, track points, earn badges, rewards and share real time results across social platforms.