Knowing that their target audience (men aged between18 and 34) does not typically purchase anti-dandruff shampoo, Clear, The World's No. 1 Male Anti-dandruff Shampoo, wanted to grab their attention at popular public areas. Places where we knew men would gather during a key sporting event - the 2014 football world cup. And to engage men with the product, the brand required a clutter-breaking promo and activation event idea.

Implementation:

We connected an electroencephalography (E.E.G.) headband to 3 specially-designed football-pitching machines. To score a goal, all you need to do is put on the headband, aim and focus. Depending on how focussed you are, the headband activates 1 of the 3 machines. Each machine is calibrated to your level of focus. So the more focussed you are, the more powerful your shot will be.

Results:

Every brand goes on overdrive during the football world cup. But Clear stood out as a real game-changer because it turned a low-involvement product into an exciting and engaging one. The campaign achieved 150,000 footfalls and 7,000,000 media impressions. The best part? Through sampling, the brand’s sales increased by 30% during a very competitive and busy time.