Creative Execution

We executed in phases: The Create Phase was a 13-week content plan across all social media, aimed to crowdsource key elements like music genre, venue and headliner. Conversations were led by a special influencer network composed of celebrity/student ambassadors and bloggers. During the Event Phase, we continued to crowdsource by asking people to tweet using the #CloseupForeverSummer hashtag which unlocks event milestones like the pyromusical and Universo Robot. We brought Closeup Forever Summer to the rest of the target market during the Sustain Phase, in which they relived the Closeup Forever Summer experience via the Aftermovie and sponsored music events.

Reaching 18 million young adults online, Closeup Forever Summer became the most talked about music festival in the country: trending 38 times on Twitter and with 1M people helping create the event. There were over 1 million tweets from 105,000+ unique individuals and had 8 million total likes, comments and shares on Facebook. The campaign generated 8 Billion digital impressions, while earning Php226 Million ($5 Million) in TV, print and PR values. The hype and buzz online translated to a sold out event with 15,000+ attendees and over Php20 Million (US$ 454,000) in ticket revenues.

Young adults are indifferent towards the toothpaste brand they use. Closeup wanted to set itself apart from other toothpaste brands and gain preference among this target market by presenting its brand as more than just toothpaste but a "catalyst for closeness.” Closeup has noticed a growing interest in music festivals and electronic dance music among young Filipino adults this year and thus hinged on their target market’s affinity to music and social networking to create a first-of-its-kind music festival with an added twist. Closeup Forever Summer is a fully crowd-sourced music festival. Everything, from the choice of music, artists, down to the activities during the event, was all left to the choices of their target market. Crowd-sourcing was primarily done on social media. Using the official hashtag #CloseupForeverSummer, we urged the audience to create their own event online while Closeup listened and weighed in on how the event should happen.