Given the Hair Care category is extremely cluttered, we needed to find a better way to break through audiences.

Firstly, to ensure better message takeaway for our audience, we decided to link both functional and emotional messages into one creative idea – “Reset to Zero, Nothing To Hide”.

This inspired the creation of a bespoke digital spinoff called The Voice of China: The Moment of Reset To Zero. Despite the number of reality shows in China, there has never been a mechanic that provided participants a second chance. This served as China’s first-ever comeback platform, which resonated especially well with consumers who identified with those who failed in previous endeavors but had the confidence to get back up and try again.

Clear partnered with one of the most popular music reality shows in China, “The Voice of China”, as it entered it’s 2nd season.

Clear took advantage of the momentum and popularity of the original program by producing a wholly ownable, bespoke digital video branded spinoff on Tencent called The Voice of China: The Moment of Reset To Zero. Within the program, we created a stage set that was branded with the Clear identity and logo, which served as a platform for eliminated contestants to start anew - allowing them another chance to sing onstage, win a wildcard comeback slot through judges and audience votes, and possibly even win the entire competition!

The contestants’ opportunity to compete was considered “Reset to Zero”, however in order to succeed they needed to step up confidently, showing they had “Nothing to Hide” - fitting seamlessly with the product communication platform.

See Confidential Information for details.