Auto racing, bullfighting, and mountain climbing are the ... - WPP.com

LEFT: CLEAR’s charityhelmet auction inSingaporeRIGHT: Kimi Raikkonendriving the Lotus E20QUOTE: Willem Dinger,Account Director, JMICLEAR began its inaugural Formula 1 seasonseeking to increase customer preference,build brand awareness among fans, and driveengagement with its employees.Partnered with the Lotus F1 Team and its driversKimi Raikkonen and Romain Grosjean, CLEARhad the assets needed to reach fans. One majorstep accomplished with CLEAR was securing theLotus F1 Team drivers’ helmets as ownable space.The helmets played well into CLEAR’s ‘scalpprotection’ messaging and we were able to run agroundbreaking customer promotion in which fanssubmitted helmet designs via a Facebook app.Social media played a key role in reachingconsumers this year and our social media practicewas there to ensure accurate, authentic andengaging messaging. We helped develop CLEARFINISH – a unique online game designed toshow CLEAR as one of the most technologicallyadvanced brands in F1.CLEAR’s all encompassing corporate socialresponsibility initiative ‘Helmets for Heads’ was afocal point for this year’s F1 program. By partneringwith the UN Decade of Action for Road Safety, weleveraged the public brand and individual identityof the Lotus F1 Team drivers to help promoteawareness around this global public health issue.Through helmet auctions, we raised more than$15,000 after successful launches in Singaporeand Abu Dhabi.CLEAR’s China activation demonstrated results asthe brand grew its sales by 316 percent throughoutTesco stores and gained 30 million onlineimpressions, earning more than 100,000 mentionson social media platforms.14“THE PARTNERSHIP BETWEEN CLEARAND THE LOTUS F1 TEAM CONTINUEDTO PUSH ALL BOUNDARIES IN 2012.”