PAUL KOTZE
PAUL KOTZE BRANDING & COMMUNICATIONS
Close Up
Unilever's youth toothpaste brand had to be repositioned, it needed to connect with the youth through the music and dance platform whilst reinforcing it's 'Freshness' credentials. With Close Up's functional benefit of '12 hours long lasting freshness', it provided youth with a product that gave them the confidence to get close socially. Our campaign "Stay in Sync for longer" used #SYNCDIN to create a community, we linked this into music and dance events, where we had a VIP lounge, we linked it to a Dance activation using a containerised stage and DJ booth where youth could audition to become part of the 'SYNCDIN Dance Crew' and perform at live events on stage.
In-store activation:
To popularise the #SYNCDIN platform, we developed a "Silent DJ Booth" in-store. Consumers could grab a set of bluetooth headphones and listen to our DJ whilst shopping. This was further extended to include a DJ mixing app, which allowed consumers to mix their own fresh tune via the app (iPad, Facebook), consumers mixed and remixed their own tracks, submitted them via a Facebook application and the tracks that got the most likes got rewarded with DJ school sessions, Trips to Ibiza, airtime on radio.
Close Up [diamond white]
Close Up's instant whitening variant was targeted at females aged 25 plus in the upper LSM's. It was positioned as 'cosmetics for your teeth' due to it's Blue Technology which provides instant whitening. An integrated campaign was developed with activations providing consumers the opportunity of doing wet trials and getting a mini make-over. The campaign was launched at Fashion Forward, the premiére fashion event in the Middle East.
Activation:
A containerised activation stand provided consumers with the chance to try new Close Up Diamond Attraction with Blue Foam Technology. It was placed in high traffic areas in locations around the GCC and offered female consumers the opportunity to also have a mini make-over with make-up artists and hair stylists on hand. The private washroom area, ensured consumers could see a before and after pic of themselves. We used #diamondattraction to post pictures of consumers, which were shown on a large LCD screen.
We launched the new variant at Fashion Forward at the Madinat Resort in Dubai. Not only did we get thousands of consumers trying out the product over the three day event, but our P.R. and social media campaigns created huge hype around the launch and ensured we gained maximum exposure, including TV coverage.
Close Up [deep action - nigeria]
We developed a TVC (30" and 15" cut down) for Close Up Nigeria, this was shot in downtown Johannesburg, where we restyled the streets to look like Nigeria and brought in left hand drive vehicles. We had about 85 extras to direct on location, whilst trying to get the delivery out of the featured cast. This was the first TVC done for Unilever that scored 'Green' in its first preview.
It was so successful, that we were able to re-use the rushes from the original TVC, add some animation and develop a 15" stand alone for Close Up's sachet offering.