Bài soạn Elite Programme 2 về đề tài Brand management essentials phần 3.2 - Brand Communication from agency side

2. Close up Valentine
Brand big idea Communication big idea Campaign big idea
Consumer Language Executional Context
Bring confidence to
come closer our beloved
Confidence to express your love Ambassador of Love
Tìm em nơi đâu
2010
Let love rule – Hãy để tình yêu dẫn lối
2013
Walk of love
2014
Dạ tiệc tình nhân
2009
Đêm Valentine thế kỷ
2011
Đêm Valentine thế kỷ
2012
Kiss it your way – Hôn đúng chất riêng
2015

3. Issue: To keep
continuing creating
love activities for the
youth in Valentine 2015
- With new message
but still connected
to brand big idea
- Make Closeup lead
conversation + spirit
during whole season
Insight: Kissing
represents for passion
among lovers, though
conservative culture
makes VNese couples
rarely share it in
public. People in
relationship all desire
to kiss freely in their
own ways
Idea: An activation campaign “Kiss it your way”
guides and gives lovers a place to liberate their
intense feelings, as well as motivates them to
express and celebrate the love uniquely
Campaign 2015
Execution:
Trigger with viral clip – Jvevermind, Facebook Apps, and Editorials.
Engage with “Kiss it your way” Event at AEON Mall, with kissing
booth, cupid game and other related activities
Amplify by PR articles

4. Campaign brief

5. Campaign brief