Campaign details

Brand: Closeup
Brand owner: Unilever
Lead agency: Mindshare Vietnam
Contributing agency: SilverPush
Country: Vietnam
Industries: Oral health
Media channels: Mobile & apps, Programmatic display, Social media
Budget: Up to 500k

Executive summary

Closeup, one of Vietnam's biggest toothpaste brands, is synonymous with freshness in intense, physically close moments. It gives young adults the confidence to turn attraction into action.

Closeup had to stay relevant and continue to connect with a youth audience in an exciting manner. The 2018 FIFA World Cup, the single largest tentpole event in sports, provided this opportunity.

However, since football content was ad-free, no brand was allowed to own these moments. Closeup found an answer thanks to mobile and real-time multiscreen sync technology.