Campaign details

Brand: Clear
Brand owner: Unilever
Lead agency: Mindshare Philippines, Maiden Marketing Ltd. Co.
Contributing agencies: Ogilvy & Mather PH, Nuworks Interactive Labs
Country: Philippines
Industries: Hair care
Media channels: Games & competitions, Mobile & apps, Online video, Programmatic display, Sponsorship - media
Budget: 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 also a challenge, with about 60% of Filipino male audiences multi-screening on their phones, playing games or surfing the internet.