The Campaign

Since 2012, CLEAR Men sponsored Lotus F1 Team globally as they share the same value: precision, good performance and persistence. The 2013’s key task for CLEAR in China is to recruit more male consumers to purchase CLEAR men shampoo. Nevertheless,how to maximize the campaign impact by adapting global F1 assets to local relevant activation? By riding on the fever of the F1 Shanghai Grand Prix，we leveraged the power of the Lotus F1 team & its key driver KIMI to create top of mind conversations around the idea of CHEER FOR CHAMPION PERFORMANCE FOR CLEAR Men; all of the global F1 assets has been fully used to engage with consumers & media. For one thing, we encouraged consumers to show his champion performance to gain F1 Shanghai GP tickets & meet with Lotus F1 team via road shows & social media. For another thing, we continuously created buzz by media, associated with F1 and KIMI’s performance. Finally, CLEAR’s welcome party for Lotus F1 team went ahead on April 11. Within four weeks, we earned media coverage activated by F1 ASSETS valued at over ￥42 million. “CLEAR" "KIMI" and "Champion Performance" became the keywords appeared together F1 reports. To leverage the sponsorship, it was difficult that the most direct relevance with Chinese consumers was only three days and one place, regardless of KIMI and F1 Shanghai. However, we relied on PR to create topics over one month, and amplified the influence of campaign throughout China.

The Brief

For 2013, the key Job-to-be-done for CLEAR Men Shampoo in China is to improve its awareness, equity, relevance, and inspire men to purchase more regularly.

Results

Within four weeks, we had these results activated by F1 ASSETS: • 312 relevant news release ( 20 TV news and 167 print news) • 125 earned media reports of 41 news portal websites • 34 high-quality followers involved in communication, reaching more than one million people • reached over 446,306,528 people • media value 42,709,167 RMB • 43,268 new followers of CLEAR official WEIBO • more than 1,000,000 brand relevant topics on social media All of which stimulated the brand’s continuous growth: • Brand awareness increase +4pts (equal to 15% growth of total base) • Sales growth +33% • Market share +131bps (equal to 16% growth of total base)

Execution

During the race, we analyzed KIMI’s champion performance and created topics via the sports media nationwide. 2 weeks prior to the Shanghai F1 GP, we spread the news of CLEAR welcome party for KIMI via media. During CLEAR F1 Roadshow, we presented KIMI’s racing car to maximize the local influence; using the Shanghai F1 GP tickets & the opportunity of meeting with Lotus F1 team to encourage consumers to show their champion performance by playing the tailor-made CLEAR F1 games. For media amplification, we brought Kimi & Lotus F1 team to CLEAR “Cheer For Champion Performance” Welcome Party. Chinese media got the exclusive chance to interview Kimi Raikonnen in-depth. In the following two days, over 30 media were invited into F1 paddock close with Lotus F1 team, watched F1 live and appreciated KIMI’s excellent performance. Whether they came or not ,they became our PR.

The Situation

CLEAR is now the No.1 men anti-dandruff shampoo brand in China. Over the past 6 years, CLEAR has achieved great successes as its cool & edgy image and zero-dandruff efficacy. Since 2012, Clear Men Shampoo have globally sponsored the Lotus F1 Team for their shared functional and emotional value of: precision, great performance and persistence.

The Strategy

By riding on the fever of the F1 Shanghai Grand Prix，we leveraged the power of the Lotus F1 team & its key driver KIMI to create top of mind conversations around the idea of CHEER FOR CHAMPION PERFORMANCE FOR CLEAR Men; all of the global F1 assets has been fully used to engage with consumers & media. During the race, we analyzed KIMI’s champion performance and created topics via the sports media nationwide. During CLEAR F1 Road shows, we presented KIMI’s racing car to maximize the local influence; using the Shanghai F1 GP tickets & the opportunity of meeting with Lotus F1 team as incentives, we encouraged consumers to show their champion performance by playing a tailor-made CLEAR F1 game. In a short ,our strategy was to leveraged the power of Lotus F1 team & Kimi to create talk-abilities.