UNILEVER'S DANDRUFF TEST CAPTURED MOVIEGOERS' ATTENTION

Issues Challenge to Lay One's Head Down in Special 'Censor Tool'

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Brand: Clear
Brand Owner: Unilever
Category: Toiletries/Cosmetics
Date: May-July 2005
Country: Indonesia
Media Agency: Initiative
Other Agency: Lowe
Media Owner: Cinema 21 Group

Dandruff is an affliction that many marketers are trying to get their heads around. Procter & Gamble Co. has gone down the beauty route with Head & Shoulders, while Unilever brand Clear in Indonesia chose to keep the message around the theme of medication.

Working with the largest cinema chain, Initiative placed headrest covers on every seat. Fluorescent inks were used to ensure the marketing message stood out. Click to see larger photo.

Initiative’s challenge was to target teens in a way that would truly engage them during a time of the year -- summer -- where network TV was not going to have the desired impact. During the summer holidays, Initiative knew that cinema attendance was likely to be high and the intimate nature of the medium would give consumers no escape, so they would have to confront their dandruff issues before the curtains rose. But Initiative did not opt for the conventional ad.

The simple media insight was that most cinema-goers sit slumped into their seats with their heads resting on the back. So this media example presented the audience with a less-than-comfortable challenge. Working with the largest cinema chain, Initiative placed headrest covers on every seat. Fluorescent inks were used to ensure the marketing message stood out; on the front of the seat it read “Dandruff Censor Tool” and on the back, “If you don’t have any dandruff, why are you afraid of laying your head down. Clear.”

This idea is aggressive in its tone but doesn’t fail to get the message across in a relevant way to the perfect young audience. Naturally, the fluorescent words could be seen across the cinema during the whole film -- giving unprecedented exposure to the Clear message. This is a media execution that’s far from flaky. And it is a media first for the market, too.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database. www.csquared.cc

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