Clear Men saw the opportunity to leverage e-sports to connect with its audience and inspire this gaming enthusiast community to keep up their winning spirit. The brand wanted audiences to feel confident and inspired. Clear Men captured winning moments in e-sports by partnering with the 2019 Vietnam Championship Series Summer Season (VCS Spring 2019), an e-sports tournament.
Objective and Context:
Shampoo brand Clear Men was struggling to connect with modern Vietnamese men, an audience that was not picky about their choice of shampoo. To adapt to changing times and successfully resonate with this audience, the brand needed to operate in a space that appealed to this younger generation.
The new generation of Vietnamese men wants to succeed in life but faces challenges and societal pressures along their journey. A young Vietnamese man's success is portrayed in Vietnamese media as a stereotypically good-looking and perfect man. There is little room for failure or expression of what each man is truly passionate about and who he wants to become.
However, according to Clear Men, these men still believe that it is in their hands to define their own success. If they overcome the challenges that come their way to the best of their abilities, they can defy social pressures and rise above judgment.
Decoding the passion point of this audience revealed that the modern Vietnamese man is keen on playing video games and watching and participating in gaming championships. In fact, e-sports is one of the strongest rising trends in Vietnam and Southeast Asia.
According to Appota eSports, there are 26 million e-sport players in Vietnam, of which 90 percent are men. For instance, the game League of Legends has six million active users in Vietnam.
While e-sport players and gamers could be successful in Vietnam, they still faced challenges from societal barriers about stereotypical success. Society looked down upon these gamers and considered their success not sustainable and not worth recognizing.
Clear Men saw the opportunity to leverage e-sports to connect with its audience and inspire this gaming enthusiast community to keep up their winning spirit. With a promise to also keep them dandruff-free, the brand wanted them to feel confident and inspired, and never held back by societal constraints or preconceived ideas of success. Clear Men leveraged winning moments in e-sports by partnering with the 2019 Vietnam Championship Series Summer Season (VCS Spring 2019), an e-sports tournament. It also leveraged internet gaming shops where the brand's target audience congregates regularly.
Overall Campaign Execution:
To incorporate itself into the game League of Legends via VCS Spring 2019, Clear Men integrated the brand's spirit into the championship through a range of activities.
A branded microsite featured a "prediction contest" for e-sports viewers to join and vote for their favorite team and cheer for the winner. The platform also provided a chance to win big prizes at the end of the contest.
Elements of the mobile strategy included:
The campaign achieved a return on investment (ROI) of 1312 percent and surpassed key performance indicators (KPIs) across all platforms: