Clear: Helmeting
Indraneel Guha
Campaign details
Brand owner: UnileverBrand: ClearAgency: Lowe Asia PacificCountry: VietnamChannels used: Events and experiential, Internet - general, Online video, Product and other sampling, Social media, Word of mouth and viralMedia budget: Up to 500k
Executive summary
How helmets helped show Vietnamese that a shampoo works harder
Clear was positioned as a 'scalp expert' in Vietnam. But our brand attribute scores on this parameter were not moving up. We needed to educate the young about scalp health and its implication for dandruff, thus getting a firm...