Close-up is developing a Valentine's Day 2015 campaign to increase brand loyalty and maintain market share. The campaign will target young adults in Ho Chi Minh City and leverage the success of the 2014 Valentine's campaign. It will encourage creative ways to express love through kissing in public on Valentine's Day and give consumers confidence through a main event. The campaign will build awareness in the two weeks before Valentine's Day and recap for a week after.

1. ASSIGNMENT 12.1 – [Brand Communication]
[Chinh – Oanh]

2. A G E N D A
Close-up valentine 2015
campaign idea
ReversedEngineering
CAMPAIGN BRIEF FOR
CLOSE-UP VALENTINE 2015

3. V A L E N T I N E C A M P A I G N
People tend to not being too close to others because
they are afraid that if they have dental or oral problems
the others will notice. Close-up is a solution for all dental
and oral problem so you can get closer to others.
Without the fear of dental or oral problems you can get
the confident to get closer to people.
Provide Emotional benefit: Boosting confident
A way to show your confident is to kiss other (the
intimate closer) in public.
Provide many background that could stimulate kissing.
Brand idea
The Catalyst for
getting Closer
Brand communication idea
Confident to get closer
Brand campaign idea
Kiss it your way

4. • Objective
• Background
• Target audience
• Insight
• Key message
• Consumer’s benefit
• RTB
• Timing
• Budget
• Guideline
C A M P A I G N B R I E F

5. • Business objective: Maintain market share
• Marketing objective: Increase brand loyalty
• Communication objective: Leading talk in Valentine 2015
2. BACKGROUND
• Close-up is a toothpaste brand that support oral hygiene and confident for people to get
closer to other and express themselves.
• Close-up is a young, energetic, daring, confident and supportive.
• Close-up had a winning campaign for Valentine 2014. This campaign need to leverage from
that.
C A M P A I G N B R I E F
1. OBJECTIVE

6. • Young people age 18-30. Living in Ho Chi Minh City
• Energetic, passionate, daring, self-conscious
• In a relationship
“I have been in this relationship for a while, kisses express my love but I’m
afraid that it is going to be boring, thus I want to have more ways to express
the love through kissing, especially for this Valentine.”
C A M P A I G N B R I E F
3. TARGET AUDIENCE
4. INSIGHT

7. Close-up brings you the confidence and space to get closer and express your love in a creative
way.
• Encouragement for love
• Space to express love in Valentine day
• Creative ways to experience a kiss
• Opportunity to show your love in public
• Reward unordinary to kiss
• Main event held on Valentine day
C A M P A I G N B R I E F
5. KEY MESSAGE
6. CONSUMER’S BENEFIT
7. RTB

8. 8. TIMING
• Building awareness 2 weeks before Valentine day
• Main event on Valentine day
• Recap after 1 week
9. BUDGET : N/A
10. GUIDELINE
• Celebrities endorsement
• Level up from last year Valentine
C A M P A I G N B R I E F

9. T h a n k y o u.