Campaign FocusTo create awareness of Closeup toothpaste through a trial that amplifies the brand and its attributes and to encourage our target market to choose Closeup by making it the brand of choice that stands for freshness and social confidence.
University ActivationsStudents had four chances of winning just by joining us at the Closeup activation. The activities on the day included: giant Twister, a USSD competition line, (which immediately rewarded them with a free call) a free tube of Closeup toothpaste if they gave us their old tube, and an Instagram competition.
In-store PromotionsConsumers had three chances of winning in-store.
Chance 1: Consumers buy Closeup toothpaste and present their till slip to the promoter outside the store.
Chance 2: Consumers entered the USSD competition to stand a chance to be in the final of the 12-hour Challenge.
Chance 3: By entering the USSD, they also received a free 1-minute call to a friend.