Clear Promo, Case study THE QR-CODE SCALP by Lowe Bangkok

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THE QR-CODE SCALP

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Industry Cosmetics & beauty products, Shampoos
Media Promo & PR, Case study
Market Thailand
Agency Lowe Bangkok
Creative Director Chalit Manuyakorn, Pornchai Sanchaichana
Art Director Wutikai Chaika
Copywriter Noppakate Tawun-Unnop
Producer Natwithu Saengvichien
Released March 2011

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CLEAR SHAMPOO
Product/Service: SHAMPOO
Agency: LOWE
Date of First Appearance: Mar 14 2011
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Pom Chaiyaporn (Lowe)
Integrated Creative: Komsan Wattanavanitchakorn (Lowe)
Integrated Creative: Phairat Uaphadunglert (Lowe)
Creative Director: Chalit Manuyakorn (Lowe)
Copywriter: Noppakate Tawun-unnop (Lowe)
Art Director: Wutikai Chaika (Lowe)
Creative Director: Pornchai Sanchaichana (Lowe)
Intergrated Creative: Nittha Preuksacholavit (Lowe)
Print Producer: Natwithu Saengvichien (Lowe)
Producer: Natwithu Saengvichien (Lowe)
Planner: Boonchai Suksuriyayothin (Lowe)
Account Manager: Chanwoot Luechaisit (Lowe)
Media placement: Guerrilla Troops - Siam Center - 19/04/11
Media placement: Product Website - www.clear3.net - 19/04/11

Insights, Strategy & the Idea
Shampoo communications bombard people with messages about beautiful hair. When CLEAR shampoo was launched it was the first shampoo that focused on the importance of a healthy scalp, the real foundation for beautiful hair.

Creative Execution
Shift consumers focus from beautiful hair to a healthy scalp also. SOLUTION: We let the scalp tell the story. The ?QR-code hairstyle? was created with the collaboration of a hair stylist and IT engineer. It was the ultimate medium to showcase the product benefit. Then guerilla troops were sent around the city center to provoke people to scan the QR code. This led them to the Clear website. We persuaded a TV celebrity to adopt a QR code hairstyle, which led to a PR explosion in magazines, newspapers and fashion blogs to name a few. TRY IT! SCAN THE SCALP

Results and Effectiveness
Traffic to the website increased by 400%. 0 paid media investment, yet reached 10 million people through PR. Became one of the hottest hairstyles in town. MEDIA: Guerilla Celebrity Endorsement Gossip News Lifestyle Magazine Guerilla Troop Online & Website