Results and Effectiveness

1.5 million views of launch film with 19% completion rate (vs YouTube TrueView average 10-15%). 1.07 million clicks to the game app at CTRs of 2.4% for India and 14.25% for Indonesia. (well above industry benchmarks). 22,000 games initiated. As each game required 2 people to play, this amounts to 44,000 people being involved at some level with our branded game. 413 couples in India and 131 couples in Indonesia were identified as “Play Compatible” and matched on Valentine’s Day, winning tickets to 'real world' Closeup events. ....and 1 lucky winning couple sent to Spain!

Creative Execution

Our media execution was based around 3 core principles: 1. Gamification; 2. Device Agnostic Planning; 3. Online-to-Offline. Gamification-The more you played, the closer you got, so the aim was gameplays. We employed re-marketing to drive frequency amongst consumers who had successfully engaged with video assets including the stunt and teaser films. Executed across display advertising (ad networks, contextual placements), Facebook paid and YouTube trueview. Device Agnostic Planning-Whilst many modern dating sites are mobile focused, we knew that to maximize campaign reach and therefore success, we had to be present not only smartphones but also feature phones and desktop computers. Whilst mobile was a crucial media channel, we respected the importance of traditional media. Online to Offline-We also knew that youth value ‘real world’ experiences highly so we closed the loop by extending the experience with a promotion to win a trip for 2 to a romantic island in Spain!

Insights, Strategy and the Idea

Closeup's biggest growth opportunity is with the youth consumer who relate strongly to the brand's rebellious, challenger positioning. However, Closeup faces strong competition from brands such as Colgate, who are well established and perceived to have superior functional credentials. The objective was clear, to ignite brand love to drive BRAND EQUITY, CONSIDERATION and PREFERENCE. Closeup is about confidence and attraction and Valentine's Day presented the perfect opportunity to make a cultural connection. The core insight was the opportunity to remove a lot of the tension that exists and create playful, fun experiences that allows consumers to 'get closer' to one another and to the Closeup brand. 'The Cupid Games' directly inserted Closeup into the fun and flirtation of Valentine's Day. With gamification and a powerful human truth at its heart, 'The Cupid Games' was successful at building brand love whilst also creating actual love connections amongst the youth.