Clear Men, Rexona Men and Vaseline Men: Ayo Indonesia Bisa

Sudesh Puthran and Maneesheel Gautam

Campaign details

Brand owner: Unilever
Agency: Mindshare Indonesia, Lowe Indonesia
Brand: Clear men, Rexona Men & Vaseline men
Country: Indonesia
Channels used: Branded content, Events and experiential, Internet – display, Internet – general, Internet – microsites, widgets, Internet – search, Magazines – consumer, Mobile and apps, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Print – general, unspecified, Product placement, Radio, Social media, Sponsorship – event or property, Television, Word of mouth and viral
Media budget: 1 – 3 million

Executive summary

While Indonesia had been preparing to host the 26th South East Asia Games, the event had become mired in bad publicity. Unilever saw an opportunity to work towards a larger purpose by mobilising the nation on their brands' core promise. This is how that campaign exploded on social media, and became the largest and fastest movement created in Indonesia, increasing Unilever's male grooming brands' equity and sales by linking their brands to the destiny of the nation.