The objectives were clear: to bolster Closeup's market position (targeting a 30% growth) against a dominant competitor controlling over 50% of the toothpaste market in the Philippines, to cement its relevance among young adults by associating the brand with memorable, emotional experiences, and to perfectly balance the functional benefit of fresh breath with the emotional appeal of finding love in unexpected places. Through this campaign, Closeup aimed to enhance top-of-mind awareness among its core demographic by leveraging the emotional and cultural significance of Valentine's Day, coupled with an impactful partnership, thus reinforcing its image as a brand that not only promises freshness but also brings people closer in the most innovative ways.

Closeup, known for its mission to empower individuals to turn mutual attraction into meaningful connections, strategically seized Valentine's Day—a period synonymous with love, relationships, and closeness—to launch a pioneering campaign. Recognizing the daily reality for many Filipinos who spend 2 to 4 hours in traffic, feeling isolated and disconnected, Closeup partnered with JoyRide, an emerging ride-hailing service in the Philippines. This collaboration aimed to transform the solitary experience of being stuck in traffic into an opportunity for romantic discovery, aligning perfectly with the brand's vision of facilitating closeness and confidence through fresh breath.

Closeup partnered with Joyride for impromptu blind dates in shared rides, turning traffic jams into romantic backdrops. The #FreeToLove campaign showcased inclusivity with heterosexual and LGBTQ+ couples, celebrating love diversity. A hero video captured the joy of new connections and fresh breath's role. Amplified by influencers, the campaign increased visibility and encouraged sign-ups.

Closeup's strategy capitalized on the insight that daily traffic congestion presents a unique opportunity for connection amidst isolation. By partnering with JoyRide, Closeup transformed the passive, often frustrating experience of being stuck in traffic into an innovative platform for romantic discovery.

The brand launched the campaign during a time when Filipinos would experience heavy traffic – Valentine's day. At this time of celebrating love, relationships and closeness -- Closeup recognized the opportunity to reaffirm its role as a facilitator of bringing people closer.

This initiative aimed at Closeup's young, spontaneous dating-culture-savvy audience, leveraged the common experience of traffic jams to orchestrate blind dates, effectively turning lost time into an opportunity for forming new relationships. This approach not only reinforced Closeup's brand identity as a catalyst for closeness but also ingeniously tapped into a cultural moment, making the brand a facilitator of unexpected connections in the urban landscape.

The "Ride Closer" campaign by Closeup creatively turned out a unique approach for the often-isolating experience of being stuck in traffic into a chance for connection, leveraging the universal desire for fresh breath to enhance closeness between participants. To spark interest and participation, Closeup produced a compelling hero video showcasing ten strangers embarking on blind dates within the intimate setting of a car. The involvement of influencers and media publishers played a crucial role in amplifying the campaign's reach and impact. These key opinion leaders shared their personal experiences of participating in the blind date events across various social media platforms, significantly boosting campaign visibility and engagement. Their stories and endorsements not only attracted widespread attention but also drove substantial traffic to the campaign's sign-up microsite, serving the dual purpose of increasing participation and facilitating data collection for Closeup.

Post-campaign, Closeup saw its highest market share in four years by March 2023, marking a 32% growth (achieving 7% vs target!) and increasing the brand's market share by +126 basis points in the last three months compared to the previous year.

The Closeup "Ride Closer" campaign, leveraging Facebook, YouTube, and publisher partnerships, successfully promoted its "all day Amazinc fresh breath" benefit, resulting in significant media and business outcomes. The campaign's strategic focus on moments resonant with the brand’s identity yielded impressive results:

- Macro Key Opinion Leaders (KOLs) achieved an engagement rate of 9.8%, far surpassing the 2.08% industry benchmark.

- The sign-up video received 406k views with a 26.44% View Through Rate (VTR) and a 26.95% Engagement Rate, both exceeding benchmarks of 15.79% and 22.36%, respectively.

- The campaign's success was further evidenced by over 500 Filipinos signing up for the activity, quintupling the initial target of 100 signups.