The Campaign

Though labeled as the vainest in Asia, Filipino men showed little attention to brands like Clear Men. Most of them were still using women’s shampoo because for them, all shampoos were the same. The challenge for Clear Men was to gain affinity among Filipino men while differentiating itself from its women’s shampoo competitors by owning football, which is already the fastest growing team sport among Filipino men. With the insight that men are more competitive and vocal online, we launched the Clear Dream Match. We invited fans to co-create their dream match and be part of the rivalry between the country’s two biggest football stars, Phil and James Younghusband. We pitted them against each other from the start until the actual match and got fans involved every step of the way. To intensify engagement, we invited football legends, Fabio Cannavaro and Dennis Wise, to join in the rivalry as well.

Success of the Campaign

The Clear Dream Match was a big success. Sales grew by 26% during the entire 5-month campaign period. Clear brand equity among males also reached its highest ever, growing by 160 points, and the list goes on: - 37,260 votes for football players were cast online - Branded digital football games were played over 87,000 times for a total of 488 gaming hours. - 6,000+ fans downloaded the mobile application - Team James and Dennis Wise trended worldwide on Twitter and trended in the Philippines for almost 12 hours - #ClearDreamMatch trended No. 1 for over 12 hours with 40,000+ mentions on Twitter - 1 Billion+ Digital Impressions - 1.5 Million Euros Earned Media Values with features from top news and sports channels - 160 Earned Media Pick-ups on Print and Digital - Clear Dream Match became the most watched football game on TV in the Philippines in 2013.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

On Digital, we engaged them through a Facebook and mobile application where they could choose a team to support—Team Phil or Team James. They voted from a pool of 50 players to form their dream team and scored online points for themselves and their chosen team through playing the digital football games and by tweeting for their team. Each fan interaction converted to digital points for their teams, and the team with higher points earned a higher advantage for the match. On ground, Clear Dream Match fanatics gathered to witness the country’s top football players, along with football legends, Fabio Cannavaro and Dennis Wise get together on the pitch. The entire campaign allowed the brand to provide a seamless experience with real time updates on both ATL and digital. This allowed everyone to be part of the Dream Match experience whether or not they’re actually present on the stands.