Clear QR Code

Massimiliano La Franca

Campaign details

Brand owner: Unilever
Agency: Lowe – Open
Brand: Clear
Country: Thailand
Channels used:Mobile and apps, Online video, Outdoor, out-of-home, Word of mouth and viral
Media budget: Up to 500k

Executive summary

This campaign shows how Clear dandruff shampoo repositioned itself from being a dandruff specialist, to being a holistic 'scalp expert' in Thailand.

With a limited budget, the brand required a powerful idea to attract the attention of consumers, drive traffic to the Clear website, and ultimately increase sales and market share.

This was achieved by using a very unusual but relevant channel – the human scalp itself.

The medium became the message. A quick response (QR) code tattoo was designed as a haircut on the scalp and when scanned by a smartphone only the QR codes designed on healthy scalps would direct people to the Clear website, where people could get information on the scalp and the product.