For Clear, Anti-Dandruff (AD) efficacy attributes are strong and consistently increasing. However, there’s increased competition around the promise of anti-dandruff. Clear needed to be more relevant to male consumer in a way that goes beyond communicating functional benefits.

We knew that the target audience loves sport and most especially football. Thus the challenge for Clear was to build association with Clear during football season, define the right branded moment and own it at scale.

With the AFF Suzuki Cup, the most popular football tournament in SEAA, Clear had the perfect sports platform to increase awareness and drive conversation around popular - #AyoIndonesiaBisa (Indonesia Can) clear hashtag and support the Indonesia team.

In order to develop the right content at the right time, we partnered with Goal.com, biggest soccer publisher to get the game highlights and commentaries. These were then distributed via Clear’s social media channels. During the game, we were able to utilize assets and created highly relevant content in digital media based on the outcome of the gameplay, driving real-time conversations around Clear hashtag #AyoIndonesiaBisa

Additionally, we deployed the programmatic solution where we served real-time ad banner updating goal scored in the live match. With every goal scored, the banner updated automatically on the match outcome through CELTRA serving dynamically relevant and contextual display ad units.

On TV, we created a template with every goal scored by Indonesian team, CLEAR logo popped-up on the goal replay and also 3 second visibility before the kick off, inviting viewers to support team with #ayoindonesianbisa hashtag in their social media.