This document summarizes a campaign brief for Closeup's Valentine's Day 2015 campaign in Vietnam. The objectives are to increase sales by 30% and market share by 10% in the oral care category. The campaign aims to communicate that Valentine's Day is a special day for lovers and Closeup will make it more memorable through unique kissing. The target audience are youth aged 18-30 who are looking for ways to impressively express love on Valentine's Day. The message is that kissing can uniquely show love and Closeup's menthol cooling gel and tooth whitening products give confidence to freely express oneself through kissing. Consumer participation and ongoing conversation will be driven by sharing kissing videos and experiences of their Valentine's Day.

1. Name: Nguyen Huynh Chi Hieu
Email : hieunguyen.nhch@gmail.com
University: Foreign Trade University
Brand Communications
I – Closeup’s Valentine Campaign 2015
II – Campaign Brief

2. Communication Idea Be confident, be closer
Advertising Idea Kiss it your way
Viral Video Cupic Games Event
Brand Communication
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3. Business Objectives Increase 30% sale.
Increase 10% market share in oral care category
Marketing Objectives 1.000.000 kisses of lover in Valentine’s Day
Advertising Objectives Communicate that Valentine is a special occasion for
lovers and Closeup will make this day more memorable
& unforgettable through their own unique kissing
Campaign Brief
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70% target audience agree that Closeup is the Messenger of Love
Solidate Closeup’s brand equity and awareness

4. Target
Audience
Love is special, Valentine is a special day so I want
to express love in my special and memorable way
but I don’t know how to do it right.
Insight
Behavior
Current behavior : I’m confused about how I
can make Valentine a special day for her/him
and I feel shy to express my love
Expected behavior : Oh! I see it: Kissing is a
unique way to make her/him feel that
he/she is my special one. I will feel free
and confident to express my love in public.
Youth, from 18 – 30, live in
urban, have couple.
They are in need of a chance for
expressing love impressively and
memorable on Valentine’s Day.
Campaign Brief
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5. 4
Message: Kissing is an act to express how
much you love your partners so you should
dare to do it and do it in your unique way.
Tone and manner: Close, outgoing/ open-
minded, exciting and suitable for Youths
Approach mandatory :
Paid media: Vlog, Print ad, Editorials.
Owned media: Closeup.vn
facebook.com/closeupvn.page
Campaign Brief

6. Reason to
believe
Rational: Menthol and
cool Gel + Perlite tooth
whitening
Emotional: White teeth
make you more
CONFIDENT to express
yourself freely
- How do consumer participate: Receive
the message from Closeup and take action
to express love through unique kisses.
- What keeps the conversation going: Viral
Video; Sharing about their kissing and the
Event. Couples’feelings about their kisses
and their Valentine’s Day
Campaign Brief
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7. Thank You