Clear, a shampoo brand in Vietnam, decided to be the lead sponsor of Vietnam Idol 2012. Clear wanted the brand message of ‘confidence to shine’ to be seen in action. In return, Clear wanted to increase their sales and improve brand scores.
Not to be another brand logo that goes unnoticed during a high profile show
Add an own-able dimension to the show.
Purchase intention went up by 25 points among non-users
Clear gained the highest market share ever, post the idol campaign.