Background

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.

Problem

Not to be another brand logo that goes unnoticed during a high profile show

Solution

Add an own-able dimension to the show.

Idea

Hidden Idols

Results

Purchase intention went up by 25 points among non-users

Clear gained the highest market share ever, post the idol campaign.