Insight
The important men’s anti-dandruff segment of China’s shampoo category is a David & Goliath battle between two brands – Clear and the more dominant Head & Shoulders.
For Clear to break through, PHD had to change the game and forge a deeper relationship with Chinese men. Leveraging the brand’s sponsorship of the Lotus F1 team, the agency linked Chinese men's passion for sports to the brand’s core idea of Winning Against Dandruff.
Strategy
With an integrated digital campaign, PHD enabled Chinese men to celebrate all their sporting winners, and win the battle against dandruff – Clear Winning Moments.
Partnering with Sina, Clear created an integrated sports content platform that carried across F1, football, and NBA to deliver a cross-platform multi-sport content experience – from videos of weekly sporting highlights, longer form NBA and Football documentaries and programmes to mobile gaming with China’s first sport fantasy app – the Clear F1 Fantasy Championship. Clear saw an opportunity to leverage the growth in mobile entertainment, with over 380 million smartphone users and with 76% using their phone for entertainment, the stage was set for Clear to create an immersive digital sport experience covering video and mobile gaming.
Execution
Clear Winning Moments delivered over 800 video highlights packaged into weekly online and mobile video programmes. From goals of the week, spectacular overtaking moves and buzzer beating three pointers, all packaged into a weekly sports highlight video delivered across online and mobile video. In addition specific sports weekly highlights shows were produced for NBA, English Premier League, Spanish La Liga and F1 vertical channels within Sina. This included special edition episodes tied into significant sports news and events happening throughout the year, including the retirements of David Beckham and Sir Alec Ferguson, the Shanghai Grand Prix and celebrating David Stern’s 30 years as NBA Commissioner.
In addition to the weekly sports highlight, over 25 longer form sport documentaries under the Winning Moments platform were produced. The documentaries where hosted by one of China’s leading sports commentators hosting episodes such as, Very NBA, NBA Best Buzzer Beaters and Victory Football.
Completing Clear’s Winning Moments digital sports platform was China’s first mobile sports fantasy game – Clear F1 Fantasy Championship. An immersive F1 mobile game allowed players to select drivers and different manufacturers’ cars to create the ultimate F1 team to compete in a virtual F1 Championship.
The app was made available for download via Android and IOS App Stores, mobile banners and direct download QR codes embedded in display ads on the Clear’s F1 Channel on Sina Sports (China’s leading sports portal) and Weibo Page (China’s Twitter). All packaged to bring to life Clear’s cool and edgy tone and reinforce Clear’s winning performance against dandruff.
Results
Clear’s Winning Moments digital content platform delivered over 550 million online video views.
The F1 Fantasy Champion delivered over 30,000 hours of branded gameplay for China’s passionate F1 fans, in the process delivering impressive results by driving reach and engagement:
• 1.5 million sessions launched
• 520,000 users and 64,000 Registered F1 Fantasy Teams
• China's #1 Sports App
• 2.7 sessions/week vs. 1.9 sessions/week benchmark for sport apps
• +60% revisits
• CTR 2% vs. industry average of 1%
• 150,000 badges and 195,000 In game awards given out.