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SUB CATEGORY :
USE OF DIGITAL & SOCIAL PLATFORMS
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COMPANY ENTERING :
MULLENLOWE SINGAPORE, SINGAPORE
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TITLE :
CITY HALL OF LOVE
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BRAND :
CLOSEUP
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ADVERTISER :
UNILEVER
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AGENCY :
MULLENLOWE SINGAPORE, SINGAPORE
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EXECUTIVE CREATIVE DIRECTOR :
ANG SHENG JIN/DANIEL KEE
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CREATIVE DIRECTOR :
SERGEY MASTOBAEV/MERYKE NAUDE
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ART DIRECTOR :
CLAUDIUS KENG/SERGEY MASTOBAEV
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COPYWRITER :
ERNEST KOK
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INTERACTIVE DESIGNER :
THEODOR SANDU
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UNILEVER TEAM :
GAURAV DATTA/PAUL ANTHONY KATIMBANG/ANG SHI YAN/
JYOTI SAMAJPATI/LEXINE LOW/SHERAWAYE HAGGER
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BUSINESS STRATEGY DIRECTOR :
SANJAI SRIVASTAVA
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ACCOUNT DIRECTOR :
LOUISA CHEONG
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ACCOUNT MANAGER :
EE VON ONG
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STRATEGIC PLANNING DIRECTOR :
JONATHAN NIENABER/CLEEF CHONG
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CAMPAIGN SUMMARY :
In many parts of the world, the freedom to love is not a right afforded to all. While societies are beginning to accept unconventional forms of love such as same-sex, interracial, intercaste, and interfaith relationships, words as simple as ‘I do’ are still silenced by politics, traditions and conventions. Couples are denied the marriages they deserve by the very authorities and beliefs they may not subscribe to.
Closeup, an oral hygiene brand, has championed lovers and advocated for closeness for over 50 years, and in more recent times, through its #freetolove campaigns. It believes people don't choose who they are attracted to, and closeness is beautiful; hence, mutual attraction should face no barriers.
Since the world we live in has no space for simple ideals such as marriage, we invite lovers to one where we can do better – the Metaverse. To democratise love and give power back to lovers, we built the Closeup City Hall of Love in Decentraland, one of the most popular metaverse platforms. Where couples can host virtual weddings in the presence of loved ones, seal their love on the blockchain via smart contract, and mint an NFT Certificate of Marriage to forever immortalise their love. The NFT is recognised and validated by over 222,000 nodes on the blockchain.
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THE BRIEF :
Closeup, an oral hygiene brand, has championed lovers and advocated for closeness for over 50 years, and in more recent times, through its #freetolove campaigns. It believes people don't choose who they are attracted to, and closeness is beautiful; hence, mutual attraction should face no barriers.
Closeup wanted to reiterate its brand values of supporting all forms of love and closeness in the face of political setbacks to equality. To spark conversations on marriage equality, inspire action and strengthen brand meaningfulness and difference.
And because the core business was selling toothpaste, the marketing budget had to be preserved. The brand had to leverage the
power of earned media to optimise its budget for this creative solution.
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THE STRATEGY :
In shifting from 'fighting against' to 'fighting for', we helped the brand transition from an activist mindset to a creator mindset,
unlocking a new territory for its purpose. To drive real change, we needed to first build an alternative reality that people can experience. The advent of the blockchain and metaverse provided us with the perfect platform that is easily accessible to everyone, just as how love and marriage should be.
Apart from disenfranchised couples, our core targeted consumer were the trailblazers – pioneers and innovators who invested time and effort in new technologies. They tended to be highly social compared to peers and have a degree of influence in their social circles. Our strategy was to give trailblazers a sandbox to trial a new symbol of love.
To enhance accessibility, we chose Decentraland, one of the most popular metaverse platforms. We also made the processes effortless, free from the complicated technicalities of the blockchain. Users can visit the site and mint their NFT certificate of marriage for free, simply by interacting with the marriage officiant on site.
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THE EXECUTION :
To democratise love and marriage we built the Closeup City Hall of Love in Decentraland, one of the most popular metaverse platforms, where anyone from anywhere in the world could visit the site, interact with the marriage officiant, and get married to the one they love. Couples can then mint the NFT Certificate of Marriage on the spot and have it appear in front of them. The NFT is minted through an ERC-1155 smart contract that allows shared ownership. Unlike usual NFTs that can fetch exorbitant prices, we made the NFT Certificate of Marriage completely free and designed it to be untradable.
We launched the campaign on social media through an open call, asking couples to share their stories with us for a chance to be the first to get hitched at the City Hall of Love. The campaign was then shared among the crypto community, which intrigued many crypto natives and Metaverse enthusiasts who were often organic content creators. We also tapped on media outlets such as VICE to locate a couple in an unconventional relationship that wanted to legitimise their relationship through marriage. From there, the event took place organically.
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THE RESULT :
At its launch, the campaign garnered over 3 million impressions in just 3 days and a total of 140,000,000+ in PR reach. Closeup City Hall of Love also became one of the top trending locations featured on Decentraland's home page. The campaign was featured in 95 publications worldwide, attracting over 20,000 unique visitors from all over the world. Closeup City Hall of Love also welcomed married couples who used the opportunity to renew their vows as a show of support for disenfranchised couples. The campaign also sparked interest among the crypto community, as crypto content creators documented their experiences through vlogs and live streams.
The impact of City Hall of Love on the brand can only be measured over time, however, the initial result for 'Closeup is a brand that celebrates all kinds of closeness/love' earned an impressive 9 out of 10. This became the No. 1 contributor to meaningfulness and No. 2 contributor on Kantar's index.
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