-Encourage Vietnamese young people to
raise the sense of initiative in love.
-Customer’s engagement to brand –Close
-Convey a meaningful, sweety and
“Let love rule - Hãy để tình yêu dẫn lối”.
Customer insight: “Valentine is a appropriate occasion that I express my love. I
want one thing that can help me confidently express my feelings and realization of
ideas in this special day…”
- Vietnamese young people age from 18-30
live in HCM and HN.
- active in life and in love
- Falling in love or interested in love stories.
- Want to express their love by special
- They have ideas and want to carry out
that ideas in Valentine Day.
-frequently update facebook, youtube
-interested and willing to share
Build trend: express
your love to your lover.
Valentine and Love
people think special
ideas in Valentine.
Close Up carries out
Concept: “LET LOVE RULE – Hãy để tình yêu dẫn lối”
More and more young people
excited to join this community
of young people who ready to
follow the trend of expressing
"Let Love Rule", instead of
showing timid and shy before .
So, young people dare to live
and love by his way. That spirit
continues to spread forcefully
informed on any media online
channels and social
TRIGGER EXPERIENCE AMPLIFICATION
Why don’t you dare to express
your love to lover?
Let’s think about special ideas to
express your love!
Let’s actualize your idea for an
“Let love rule” song “Let love rule” forum Viral clips “actualize the idea”
website (kenh14, dantri…)
Website (Kenh14, dantri,
Phrase 1: Trigger Song: “Let love rule”
Artists: Top7 Vietnam Idol
Give them the thought that:
“IT’S TIME TO SHOW YOUR LOVE
BY YOUR WAY”
Young people have ideas and
need to show their feelings?
But they feel shy when do that.
Phrase 2: experience
Create the Conversation
-“Do you think should
LET LOVE RULE?”
share the secret to
having a sweet
Find out special ideas for Valentine
Many feedback from different
viewpoints both "Yes" and
"No“ => It makes people
discuss, express and share
Young people interested in unique,
sweet, creative or even “crazy” ideas
=> They take part in contest and share
information about contest
Phrase 2: experience
Close Up will help to carry out the most interesting, the
greatest and sweetest ideas. The selected ideas will be
recorded and shared on social media channels
(especially on Youtube Page of Close Up)
Now, Young people who are shy or don’t
have condition to carry out their idea will
have physical and mental helps from Close
Up and “Let Love Rule Community”
Phrase 3: Amplification
=> “Let love rule” clips and
campaign will be shared widely
Clips are unforgettable memories of
main characters. It make young
audience feel happy
Close Up Facebook Fanpage raise
hundreds of thousands of views on
Youtube channel Closeup Vietnam
Thousands of conversation
Hot trend in Valentine 2013