Clear: Hidden Idol
Brand owner: Unilever
Agency: Lowe & Partners Vietnam
Channels used: Events and experiential, Public relations, Social media, Sponsorship - event or property
Media budget: Up to 500k
Clear shampoo, was the lead sponsor of Vietnam Idol 2012. 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 areas. The challenge demanded innovative thinking.
Strategy: Add an ownable dimension to the show
Most participants for Vietnam Idol come from the top six cities. City folks are 'confident to shine'. To prove the brand message, it needed to empower those not known to possess it. Clear had to take the participation where it was not going – to the villages of Vietnam.