Brand owner: Unilever Philippines
Lead agency: Mindshare Philippines
Contributing agencies: Maiden Marketing Ltd. Pte. (POKKT), Nuworks Interactive Labs, Ogilvy and Mather Philippines
Industries: Hair care
Media channels: Competitions & contests, Gaming & in-game advertising, Online display, Online video, Programmatic display
Budget: Up to 500k
Although TV is the default channel for launches in the Philippines, it is highly cluttered, with aggressive competitor presence. Thus, the only way for a brand to get noticed is to invest in other channels able to reach the right audience at the right time
Clear wanted to leverage the country's most-loved sports event, the NBA, as 99% of Filipinos are aware of it. However, it was not an official sponsor of the event, which added a further challenge to the already complex media landscape. A radical change had indeed occurred in media consumption, whereby 60% of Filipino male audiences multi-screen on their phones while watching TV, playing games or surfing the internet.