| Title | CLEAR MARS INTELLIGENCE BUREAU |
| Brand | UNILEVER |
| Product / Service | CLEAR |
| Category | D01. Use of Brand or Product Integration into a Programme or Platform |
| Entrant | PHD Shanghai, CHINA |
| Idea Creation | YOUKU TUDOU Shanghai, CHINA |
| Media | PHD Shanghai, CHINA |
| Production | YOUKU TUDOU Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Jerry FLFH | PHD | Content Manager |
We quickly identified a show called “The Martian Intelligence Bureau” on Youku, China’s leading video platform. The online debut of the very famous TV celebrity ??, and was ranked by Youku as an A-list show of 2016, receiving massive promotional support from the video network. The show’s format was created locally rather than licensed from a global studio, creating more opportunities for brand integration. To dovetail with Chinese females’ passion for Japanese culture, we featured the new Spring Sakura variant in the show.
We went as big as title sponsorship, which was the largest branded content activity in the recent Clear marcom history. A variety of executions were deployed, including around-content, in-content and beyond-content, to maximize the value of the show.
We went as big as title sponsorship, which was the largest branded content activity in the recent Clear marcom history. A variety of executions were deployed, including around-content, in-content and beyond-content, to maximize the value of the show.
Effective use of entertainment content that significantly moves up equity and sales among female target for the first time in 3 years, for a brand that is perceived as “suitable for males”.
We went as big as title sponsorship, which was the largest branded content activity in the recent Clear marcom history. A variety of executions were deployed, including around-content, in-content and beyond-content, to maximize the value of the show.