Closeup: The Cupid Games - Gamifying Valentine's Day

This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.

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....

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