The latest QR Code campaign for Unilever’s Clear Shampoo in Thailand has resulted in a viral explosion of over 10 million hits. The campaign objective was to raise awareness for healthy scalps, while promoting Unilever’s latest hair care product. A local agency, Lowe Thailand, created the campaign where a “Guerilla Troop,” each member with a QR Code shaved into the back of their heads, was deployed onto the streets of Bangkok. Passers-by were encouraged to scan the QR Codes that lead to mobile sites about Clear Shampoo and tips on healthy scalps.

The campaign picked up its traction and went viral after a local TV celebrity, Terng Pradon, participated in the campaign. After a series of appearances made by Pardon, the campaign experienced a dramatic increase in traffic, reaching an audience of over 10 million.