Results and Effectiveness

The Clear Dream Match exploded in all media channels and was able to fill a stadium capacity crowd of 3,600 live viewers, 70% of which reserved their seats online. It trended worldwide on Twitter twice—during and after the match—gaining more than 79 million impressions and an earned media value of Php 11.5M. Best of all, it contributed to a 21% increase in market share for Clear.

Creative Execution

We made sure that the game was a real football match—FIFA-sanctioned and played in a professional venue. And through, digital, specifically on Facebook, we made the fans more than spectators: - We let them vote for the players they want to compete in the match. We also let them compete - We let them compete against each other via an augmented reality football game - We let them compete for the best seats in the match they helped create. We also made sure that all other media used (digital, print, radio and TV) will lead people to the actual game.

Insights, Strategy and the Idea

In 2012, Unilever wanted to accelerate the growth of Clear Men in the Philippines. To do this, the brand needed to go beyond communicating its functional anti-dandruff benefits, as this was no longer effective and competitors were communicating the same things, and position itself as the shampoo that understands men’s needs. Knowing men’s need for competition and sports, we decided to satisfy this need in a big way, and created the Clear Dream Match. It was the biggest grudge match ever to happen in the Philippine football, a sport where men got down and dirty. By creating our own sports event, and going beyond simply buying airtime, or sponsoring a sports team, Clear gave men something that had never been done before.