Closeup: The Cupid Games - Gamifying Valentine's Day
Ronnie Thomas and John Gamvros
Campaign details
Brand owner: UnileverLead agency: PHD Singapore and ArcadeContributing agency: SaltBrand: CloseupCountry: India and IndonesiaIndustry Oral healthChannels used: Cinema, Earned media, buzz, Events and experiential, Games and competitions , Internet - general, Mobile and apps , Online video , Social mediaMedia budget: 500k - 1 million
Executive summary
Toothpaste brand Closeup set out to forge a stronger connection with the youth audience in India and Indonesia by gamifying Valentine's Day 2014....