Face to face with Ronaldo

Challenge

Positioning Clear Dandruff Control as a technological leader in its category, and communicating this through innovative and cutting-edge actions.

Solution

Carrying out one of the first out-of-home interactive gestural actions in Argentina. 
Holiday makers can have fun and win dozens of instant prizes by catching virtual penalty kicks executed by Cristiano Ronaldo, the male global endorsing celebrity for Clear Antidandruff Shampoo.
A video wall made of 9 LCD monitors projects an animated 3D avatar impersonating the Portuguese footballer, who engages passers-by on a face-to-face challenge to catch his virtual penalty kicks. Participants do not require any electronic devices to catch the kicks, but must move their hands and bodies as if they were to catch the ball, which is also virtual. The digital Ronaldo will kick 5 penalties in a row and this, depending on the skills of the goalkeeper, will result in a range of instant prizes and the chance to participate in a final contest for a sport shirt signed by the celebrity.
Users who also become fans of the Facebook Clear Fan Page and upload photos of themselves playing the game automatically win a product kit.

Results

As a result, we see an exhilarating parade of passing-by goalkeepers and their own fans who stop by and have fun every night with Clear’s initiative. This leads to a natural bond between the brand and the people and generates awareness on the brand products, creating a strong connection with the endorsing celebrity and the brand proposal and generating a high brand recollection among participants, who also receive a free product sample.