Clear’s NBA in-game integration: Get a cool head in the game

Unilever's male anti-dandruff shampoo brand Clear used mobile gamification to build affinity in the basketball space and boost engagement among men in the Philippines.

Campaign details

Brand: Unilever Philippines / ClearLead agency: POKKTRegion: APAC

Strategy

Objective

Clear, Unilever Philippines' player in the male anti-dandruff space, is a far second to P&G's Head & Shoulders, with the latter having the lion's share at 68% in the anti-dandruff shampoo space.

Clear has a winning brand equity in cooling and freshness. As a challenger brand, Clear needed to differentiate itself from its main competitor to augment its winning brand equity – it needed to look into an untapped space it can own.

Clear, being unable to become an official NBA sponsor, aimed...

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