Why is this work relevant for PR?

Closeup has always focused on what matters to the younger generation; kissable fresh breath and white smile to make your move with confidence and get close. #freetolove stimulated discussion and created debate, addressing the right one has to get close regardless of race, gender, religion, social class and caste. In Lost Loves we captured real stories of real people around the world who’ve been denied this right. Our stories across Brazil, the Philippines and India significantly advanced the reputation of our brand, by being bold and tackling head-on a societal issue that still remains to this very day, a taboo.

Background

Born into the 1960’s sexual revolution, Closeup challenged the status quo with the world’s first gel toothpaste and flipped oral care on its head. Focused not on problems or dentist coats, but on what matters to the younger generation - kissable fresh breath and white smile to make your move with confidence and get close. For over 50 years, Closeup has stood for closeness, but getting close is easier said than done with barriers (big and small) that stand in the way. We realised that getting close to someone you love, regardless of differences in his / her background, is a universal instinct but not a universal right. The fact that one member of the LGBT community is murdered every 25 hours in Brazil, or the “love jihad” hitlist targets 100 Muslim-Hindu couples in India on Facebook. Even influential female figures like Malia Obama are subject to scrutiny for choosing to date or marry someone from a different race or background. Staying true to the brand values of Progress, Liberation and Closeness, Closeup has a renewed sense of purpose to champion closeness of every kind. Taking a stand and committing to build a future where everyone is free to love.

Describe the creative idea (20% of vote)

We created a platform to rally support for future generations’ right to be #freetolove by sharing real stories of the current generation who have been denied that right. In ‘Lost Loves’, we captured real stories of people from around the world that fell in love with someone when they were younger, but weren’t able to follow through with their relationship because of the lack of social acceptance – due to gender, race, religion, social class and caste. We then tracked down their lost loves and in a series of poignant yet uplifting films, reunited the couples for the first time in years to ask the question: what would the world be like if everybody had the freedom to love.

Describe the strategy (30% of vote)

From research data, we knew the freedom to love was a topic that resonates with our audience 18 - 35 year olds in our pilot markets; India, Brazil and the Philippines. 78% of respondents have been in unconventional relationships, yet 1 in 2 of them would keep their love in the shadows if they think their parents wouldn’t approve of it. Given the subjective nature of the stand we’re making, we knew there is no one-size-fits-all way to reach and resonate with our audience. Taking on a data-driven marketing approach, we identified and targeted four to five sizeable and identifiable precision segments per market such as ‘liberal advocates’ and ‘romance seekers’. We then tailored the messaging and content to the psyche of the audience. For instance, using the angle of equality amongst liberal advocates, and the angle of the-one-that-got-away amongst romance seekers. This helped drive above-benchmark VTR, CTR and engagement.

Describe the execution (20% of vote)

With the help of three renowned documentary directors, we created 3 x 5 minute online hero films and 11 x 90 second videos across Brazil, India and the Philippines. In each film we hear from someone telling their story of a relationship they were forced to end due to societal stigma. After hearing their story, we surprised them in a beautiful and sensitive manner by reuniting them with their lost love. The couple’s raw, real and emotional reaction is the climax of the film. We then see poignant and at times humorous glimpses of the ex-lovers catching up and sharing their current lives with each other. Each film was a call to arms for other young people to share their own stories and pledge support to the Free To Love movement. The films were shared across Youtube and social media, causing country-wide debates and garnering hundreds of millions of views.

List the results (30% of vote) – must include at least two of the following tiers:

In India and the Philippines alone, our campaign achieved 932 million impressions, nearly 19 million interactions and 1M+ website traffic. According to Youtube Brand Lift Studies and benchmarks, the campaign drove top to best-in-class brand lifts in Ad Recall, Favourability and organic Brand Interest across multiple markets and audience segments. The campaign drew numerous comments from the audience and public, showing support for the Closeup movement or expressing how the stories have touched and resonated with them. “When a toothpaste supports you more than your parents do.” - Philippines, social comment “Awesome job. I am also in such a situation right now. But after watching this video, I have decided to fight for my love.” - India, social comment.