Clear: NBA Live in-game sponsorship

Kel Alegre, Nol Christian Calimbahin, Loren Saguil

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Campaign details

Brand: ClearBrand owner: UnileverLead agency: Mindshare Philippines, Maiden Marketing Ltd. Co.Contributing agencies: Ogilvy & Mather PH, Nuworks Interactive LabsCountry: PhilippinesIndustries: Hair careMedia channels: Games & competitions, Mobile & apps, Online video, Programmatic display, Sponsorship - mediaBudget: 500k - 1 million

Executive summary

Clear shampoo was ready to launch a new campaign for its hero variant for men, Cool Sport.

Although TV is the default channel for launches in the Philippines, it is highly cluttered, with an aggressive competitor presence. Radical media consumption change was...

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