Maria Sharapova suceed Nicole Scherzinger as the new Clear Ambassador. Due to proximity and timing, other Lowe offices shot the celebrity and provided us with the assets.
Lowe Singapore executed many global campaigns. As activation and retail campaign deadlines are often earlier than print and TV due to production time, we had to prepare a lot of assets from the raw footages provided by other offices.
Unlike Nicole Scherzinger, Maria Sharapova is not as blessed with beautiful hair (perhaps prior to Clear). A lot of work was put into turning Maria into a diva. The above is one of the many versions of manipulating her skin and hair.
The activation was simple. It was built around the idea of 'reveal'. Motion sensors were used to light up and reveal the product behind Maria's luscious hair. There were a lot of on-ground testing. Clear built a hair device, somewhat like a hair flat iron which measures the degree of softness. This test leads to sample giveaways and product purchases.
The motion sensors were built in front and behind the testing tunnel so audience would not miss it.
Apart from the flat iron softness device, cleverly formulated test strips are also inserted in magazines to drive awareness.
The motion sensors were built in front and behind the testing tunnel so audience would not miss it. Apart from the flat iron softness device, cleverly formulated test strips are also inserted in magazines to drive awareness.
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