Closeup: Kiss Trigger – Real-time muti-screen sync

Toothpaste brand Closeup engaged TV-to-mobile fingerprinting technology to leverage multiscreen content consumption behaviour and target young adults in Vietnam during the 2018 FIFA World Cup.

Campaign details

Brand: CloseupBrand owner: UnileverLead agency: Mindshare VietnamContributing agency: SilverPushCountry: VietnamIndustries: Oral healthMedia channels: Mobile & apps, Programmatic display, Social mediaBudget: Up to 500k

Executive summary

Closeup, one of Vietnam's biggest toothpaste brands, is synonymous with freshness in intense, physically close moments. It gives young adults the confidence to turn attraction into action.

Closeup had to stay relevant and continue to connect with a youth audience in an exciting manner. The 2018 FIFA World Cup, the single largest tentpole event in sports, provided this...

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