Unilever’s ‘Clear’ game launch draws over four million downloads
SHANGHAI – AKQA designed a new online app game as part of its product launch for Clear anti-dandruff shampoo. The game, on Chinese social networking site QQ.com has already been downloaded four million times since going online two weeks ago
The game, titled ‘doomsday on dandruff on QQ.com’ was fully created by AKQA,. It launched just as the Unilever brand was reintroducing the men and women’s shampoo product line with new and improved packaging.
The two male and female game characters aim to virtually remove dandruff and other scalp problems like scalp itchiness, grease for males and dryness for females – these three scalp problems, which are represented by animated game characters, can be remedied through Clear’s deep scalp nourishment.
Various game mechanics allow innovative user interaction including jumping, crashing, slicing and smashing.
Users are able to challenge their friends to a face-off in the hopes of accumulating virtual “jewels” which are exchangeable for real world prizes like iPhone and iPad.
This is the first unconventional marketing campaign in which Clear messages its brand as not only one of hair care expertise, but also a specialist at treating other scalp problems.
Project: Doomsday of Dandruff for Clear anti-dandruff shampoo
Client: Unilever China
Agency: AKQA Shanghai
Executive CD: Johan Vakidis
Senior art director: Elephant Xiang
Art director: Joe Cai
Producer: Joe Cai
Copywriter: Double Du
Designer: Angie Fang
Senior account director: Fionnie Wu
Account manager: Emma Shi
Account executive: Leon Yuan
Project Manager: Nemo Li
Project Manager: Vivian Zhang