CLEAR Men: Swipes all Hijacking LEAGUE of LEGENDS

Challenge 

Clear Men was struggling to connect with the new age of Vietnamese men. An audience to whom any shampoo works fine, the brand was failing to be relevant.

Insight

To connect with these young Vietnamese generations, Clear Men leaned into the emergence of eSports in South East Asia, particularly Vietnam. The brand partnered with the eSports tournament ‘The 2019 Vietnam Championship Series Summer Season’ (VCS Spring 2019) to inspire these gaming enthusiasts to keep up the winning spirit like Clear Men.

Idea

By Hijacking the winning moments of League of Legends across the tournament, the brand was able to resonate with the young Vietnamese who face challenges from societal barriers about stereotype success.

Results

In addition to owning the tournament, the brand also hijacked internet gaming shops across the country where the target audiences go to meet their ‘comrades. & share their passion every day.