Close Up Bungee Jump
Close Up Toothpaste wanted to create an out-of-the-box, clutter-breaking consumer experience for its proposition ‘Hai Confidence’. We took the experiential marketing route to engage consumers.
Every purchase of the product across packaging sizes came with a scratch card. Whoever got ‘Confidence Hai? Go Jump’ on their scratch cards had to call the Confidence Hotline to register their bungee jumps. They were congregated to the Bungee Jumping venues across 4 cities, widely popularized through mass media vehicles including print, OOH and local radio stations.
Bungee Jumping was brought into India and in these cities for the first time for Close Up. Over 6000 jumpers were engaged and hundreds of thousands audience touched through this campaign, besides scores of new users initiated for the brand through the campaign period.