This creative brief outlines Close-Up's Valentine's Day campaign for 2015. The objectives are to strengthen Close-Up's brand image and message by leveraging the occasion of Valentine's Day. The target audience is youth aged 18-27 living in big cities who want to express their love. The campaign idea is "Kiss It Your Way" with the message that a kiss is a unique symbol of love. It will have three phases - awareness, engagement, and amplification. The awareness phase includes a viral video and on-ground events. The engagement phase centers around an offline "Kiss It Your Way" event. The amplification phase shares the journey of expressing love through kissing. The agency is required to propose

1. [Assignment 12.1 – Brand
communication]
[Kim Hà - Vân Hương]

2. A. CREATIVE BRIEF
CLIENT BRIEF AGENCY BRIEF
Business background
Market competition
Consumers
Brand strategy
Marketing plan
Requirement for agency
Budget
Timing
GET (Target consumer)
WHO (Target consumer profile)
TO (Call to what Action)
BY (How communicate)
#

3. 1. What is close – up?
The best oral solution to make people confident to be closer.
2. Review of last year Valentine’s Campaign.
Last year’s Close up Valentine campaign “Walk of love” – with message “Let love rule“ – Attract
10,000 young people to join this event – 99 couples marked on Walk of love which made this
event become the biggest Valentine event in 2014.
Execution in 2014
B. CLOSE – UP VALENTINE EVENT 2015 – CREATIVE BRIEF
EXPERIENCE
PR, editorial,
advertorial,
social channel
TRIGGER
Online contest –
Remark love on
Walk of love. &
Offline event at
Anh Sao bridge
AMPLIFY
PR, editorial,
advertorial,
social channel

4. CONTEXT:
- Youth in Vietnam still need a space to express their love. Valentine is the special occasion to do this.
- When close up owe the communication idea let love rule – it’s relevant to jump in Valentine’s occasion
OBJECTIVE:
- Close up want to strengthen it’s image and message through Valentine’s season –
leverage their brand, image in lovers’ occasion
TARGET AUDIENCE:
Consumer profile:
Youth : 18-27
Active, confident to express themselves
Live in big cities . They need to express their love in an international anniversary of love
Consumer Insight: Youth in Vietnam is in need of a unique proof to remark their love which could keep their
love moment last longer
So what is next step / THIS YEAR’S OBJECTIVE?

5. Brand communication idea
Campaign big idea
Let love rule
Kiss it your way
Confident to be closer
Let love set the rule to get
closer to each other
Everyone want to have
close approach to the other
with confidence
Because kiss is the unique
symbol of love.
Brand essence
CAMPAIGN BIG IDEA:
KISS IT YOUR WAY
– Because kiss is the unique symbol of love.

6. ICM Campaign
Marketing obj. Strengthen &leverage close-up brand image
Digital role
Close –up is the best oral solution to make you more confident to be closer with your partner
PHASE 1: AWARENESS
• Airing awareness video
• Create content on social
networks and online magazine
to raise talk ability about the
message “Kiss is the special &
unique symbol of love”
Key hook 1. Awareness video to viral
2. On-ground event that aligned with the umbrella concept and the viral video content.
PHASE 2: ENGAGEMENT
• Offline event “KISS IT YOUR WAY”
• Generate content around the
Event to make TA see the brand
role of close -up
PHASE 3: AMPLIFY
• Amplify the whole journey to express love by
the unique kiss
HOW
• 1 awareness video
• Youtube ads
• Social seeding
• Press release to create buzz
around Event
• Recap video
• Press release to capture highlight
moments in event

7. TIMING:
 Briefing: 5/1
 1st proposal (Detail execution plan/cost) 12/1
 2nd proposal & detail breakdown cost 14/1
 Finalize agency 20/1
Repair for execution: 20/1-14/2
BUDGET:
Agency Budget: 2bils (including agency fee & excluding VAT)
Cost need to propose: For full project
TIMING & BUDGET

8. • Overall creative idea
• Overall digital plan
How to delivery strongly
brand message and
strengthen brand
image in anniversaries
of couple
How to maximize brand
role of close-up in making
people more confident to
get closer
AGENCY REQUIREMENTS
 With detailed execution plan:
• Design for all branding tool
• HR recruitment & management
• QC plan
• Reporting & Evaluation plan
• Cost estimation for each channel
• Management of KPI of reach
Detailed excecution plans for 3
phases
Relevant budget