Closeup: Earning the Right to Play

Rhouel Rallos, Yiyao Zhang, Junie de Leon

Closeup, an oral care brand, launched a campaign in The Philippines to accelerate recruitment, elevate its positioning, look for an interest space to enter and collect Directly Addressable Data from Filipino gamers.

Campaign details

Brand: Closeup (toothpaste)Brand owner: UnileverEntrant company: Mindshare Philippines - The PhilippinesIdea creation: Mindshare TaguigMarket: AsiaSector: Toiletries & cosmeticsMedia channels: Mobile & apps, Gaming & in-game advertising, Merchandise & free giftsBudget: Up to 500k

Executive summary

Closeup’s data acquisition program gave birth to a solution to activate in the gaming space while acquiring Directly Addressable Data (DAD), building out our winning Value Exchange Idea to maximise data collection potential. The brand partnered with a game that delivers scale and engagement — Mobile Legends: Bang...

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