Young Marketers Elite 2 - Brand Communication (Agency) - Khai Pham & Nhat Duy
The sound ofa kiss is not so loud as
that of a cannon, but its echo
a great deal longer.
— Oliver Wendell Holmes, Sr. —
CLOSEUP VALENTINE 2015
Ca'ta: lys't for
Brand Communications Idea
to get closer
Kiss it your way
(Where are we now? )
Focus on Emotional benefits
Focus on Functional benefits
In Vietnam toothpaste market,
Closeup not only possess a unique
functional benefit (fresh breath) but
also be the brand with highest
emotional benefit (confidence to get
closer) among the players.
The challenge Strengthen C| oseup’s position as an owner of Valentine moment for youth
( Where do we want to be? )
l > Youth. 18 — 25. Urban. Being in love.
(Who do w e dto talk to? ) I
F Want an inspiration to be more confident, so they can get close to their love one
F Kiss is always a symbol of love. But in a special day like Valentine, I want
our kiss to be remarkable in our own and unique way.
The strategy : F Brand Essence | Catalyst for closure
(Where are we going
to do to get there? )
F Brand Communications Idea | Confidence to get closer
F Campaign Idea | Celebrate your unique kiss — ”Kiss it your way”
(Whatdo We have to do? ) F Event | For couples, in Feb 14
: > PR | Create buzz & amplify the event
*es timated .
I . . _
I F Event partIcIpants.8O0 pax
(How will we know when I
we have arrived? )
F Paid media: 7 posts. Earned media: 50 posts
F Total reach: 300,000 TA
(Our resources? )
> 700 mi| VND
: > Event: Feb 14
‘ PR: Jan7—Feb 19
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