Clear: Hidden idols
Indraneel Guha and Sajju Ambat
Brand owner: Unilever Vietnam
Agency: Lowe Vietnam
Industry: Hair care
Media budget (USD): Up to $500k
Channels used: Mobile and apps, Online video, Sponsorship - event or property, Television
The Unilever shampoo brand, Clear, was the lead sponsor of Vietnam Idol 2012, the talent show. Clear wanted the brand message of 'confidence to shine' to be seen in action and be able to measure the effectiveness of sponsorship in urban and rural markets in Vietnam. This case study describes how it found a talented singer from a Vietnamese village and supported him on his journey through the show. As evidence of its success, this case study cites increases in purchase intent and market share following the campaign.