Teens aren't the most confident people. And with Valentines' Day coming up, there were a lot of love-sick youngsters who were too scared to ask their crush out for a date.
This was the perfect opportunity for Closeup – a Unilever toothpaste brand which is all about "getting closer." So we came up with an idea to help teens get closer to their crush in time for Valentines'...
An online game, with real world results. It encouraged teens to go out and make a bold move on their crush, and in the process, gave them the licence to woo that someone special.
We kicked the campaign off by getting popular bloggers and key opinion leaders to make a bold move on their crush, film and share it.
These influencer videos, together with social media messages, drove our audience to the Closeup website. There, they were challenged to a simple online game of 'Spin the Tube'.
Some of the bold moves we dared teens to make on their crushes…
By gamifying romance, we turned a sweaty-palmed ordeal, into something fun.
Thousands of submissions from Nigeria, India, The Philippines, Vietnam and Bangladesh, proved a truth that transcended cultures – teens everywhere want a less daunting way of getting close to their crush.
Closeup had helped them do it.
