SINGAPORE – The Mobile Marketing Association Smarties has awarded a prestigious Silver for APAC-Promotion award to Clear for its Virtual Barbershop campaign — the only award the Philippines won in the said awards show. The MMA Smarties Awards is the world’s only global mobile marketing awards program honoring innovation, creativity, and success. The Smarties categories covered everything from traditional print and innovation to brand awareness to video/rich media and social media.
A result of the collaboration between Unilever, Mindshare, and Ad Colony, the challenge presented to the agency was how to get more users in a highly penetrated category. Clear partnered with leading premium barbershop chain Bruno’s Barbers to “dandruff-proof the style” of men. This “virtual barbershop” represents Clear’s first ever mobile campaign as users were able to browse through four different kinds of haircuts offered. These are: Classic, Casual, Urban, and Sporty. Each style featured a three step video for a dandruff-free regimen.
Clicking on the “get this style” button directed men to the Bruno’s Barbers branch nearest to them, where they could get a haircut, as well as free shampoo and product sample. The campaign was an overwhelming hit resulting in 742% traffic over the target footfall target. It also brought the highest business growth to Clear since it was launched in 2007.
“As people spend more time on mobile devices, executing an excellent mobile marketing strategy is now a brand building imperative. This makes the Smarties special, as it recognizes not just the quality of the execution but also the strategy of using the screen that matters the most to consumers now. Unilever is very happy to bring home this award from the Mobile Marketing Association,” said Dennis Perez, Head of Media, Unilever Philippines.
