Close Up wants to own "kiss" as the most noteworthy moment of Valentine's Day and increase their brand equity. Their campaign will communicate that Valentine's Day is for expressing love through kissing. It will target couples aged 18-30 who want memorable moments. The insight is that people want to kiss but feel shy, so the campaign will give them confidence through games and events. It will use viral videos, social media, and events to encourage sharing and participation from January to February 2015 with a 3 billion VND budget.

1. ASSIGNMENT
BRAND COMMUNICATION ( AGENCY SIDE)

2. AGENDA
CLOSE UP CAMPAIGN REVIEW
CAMPAIGN BRIEF FROM CLOSE UP
1
2

3. CLOSE UP IDEA
BRAND IDEA A CATALYST TO GET CLOSER
GET FRESH, GET CLOSE
KISS IT YOUR WAY
COMMUNICATION IDEA
ADVERTISING IDEA

4. TARGET CONSUMER & CONTEXT
By communicate that Valentine day is the best occasion for EXPRESS LOVE THROUGH
MOMENT OF KISSING. Closeup want to OWN “KISS” as the MOST NOTEWORTHY
MOMENT by making couples more confident & set them free to express their love
TARGET COUPLES
Age: 18 – 30
Income: ABCD
Live in Urban
Want to have the noteworthy moments to express love
with their lover

5. INSIGHT & BIG IDEA
CONSUMER INSIGHT
Kissing is the most desirable moment in Valentine Day so that I want to make it MEMORABLE with my lover. But I’m
AFRAID OF MISSING THIS MOMENT because of my shyness. I want to have an opportunity to let me confident to do it

6. EXECUTION
PHASE 2PHASE 1 PHASE 3
Key hook: Viral Clip
Two viral clip about JV & Mie to
introduce the Cupid Games & trigger
couples to express their love
Tactics: Social, PR
Key hook: The Cupid Games
Closeup set up a game on Facebook &
express love booths at MT channel to
encourage them do it your way & make it a
noteworthy moment with their lover
Tactics: Social, MT channel
Key hook: Special Event “Kiss it your way”
Closeup organized event in AEON Mall
with many couples & give them an
opportunity to feel free & confident in
kissing to have a noteworthy moment
with their lover
Tactics: Social, PR

7. CAMPAIGN BRIEF
is the creative brief for the Campaign idea which is developed with the lead Brand Agency and includes initial “must-have” channels to meet the objectives.
A campaign creative brief contains:
1. Business & Marketing Objective
2. Campaign Objective
3. Target audience
4. Insight & Desired response
5. Approach mandatory
6. Reason to believe
7. Channels
8. How do consumer participate?
9. What keeps the conversation going?
10.Timing & Budget
11. Evaluation
TO WRITE AN EFFECTIVE CAMPAIGN CREATIVE BRIEF
DO
1. Stay focus
2. Stay relevant
3. Be logical
4. Be credible
5. Be Unambiguous
6. Jargon-free
7. Be clear on budget
8. Be colorful, interesting
DON’T
1. Has unclear or unfeasible objectives
2. “Interesting” information but off brief
3. Contain both comsumer fact & insight
4. Has no reason to believe
5. Has no clear deliverables
6. Pushing deadlines
7. Be unclear who is signing off
8. Be prescriptive more than inspiring

8. BUSINESS OBJECTIVE Increase 30% sale in occasion of Valentine 2015.
MARKETING OBJECTIVE
Close Up Brand is already representative brand of Valentine Day in recent years. Close Up want to enhance
brand equity throughout special moments in that day
CAMPAIGN OBJECTIVE
Communicate that Valentine day is occasion for expressing love through moment of kissing. Close Up want
to own “kiss” as the most noteworthy moment.
TARGET AUDIENCE Couple, urban , from 18 – 30 , proactive & want to have the noteworthy moments to express love with their lover
CURRENT BEHAVIOR
I missed opportunities to kiss my lover. In
special occasion as Valentine Day, I don’t
want to miss it again
EXPECTED BEHAVIOR
Do kiss, oh, let’s try it, we will have the most
memorable moment in Valentine Day this year.
CONSUMER INSIGHT
Kissing is the most desirable moment in Valentine Day so that I want to make it MEMORABLE with my lover. But I’m
AFRAID OF MISSING THIS MOMENT because of my shyness. I want to have an opportunity to let me confident to do it
MESSAGE
Do closer and make your memorable kiss
WE WRITE A CAMPAIGN BRIEF FROM COMMUNICATION BIG IDEA : GET FRESH, GET CLOSE

9. CHANNELS Facebook, Website, MT channels
TIMING & BUDGET From Jan 1st,2015 to Feb 14th, 2015 & 3 Billion Vietnam dong
EVALUATION By the number of participation & engagement throughout campaign
APPROACH
MANDATORY
REASON TO BELIEVE
HOW DO CONSUMER
PARTICIPATE?
WHAT KEEPS THE
CONVERSATION GOING?
Viral Video and Print ad,
editorials, creating trendy to
celebrate with individual styles
Close up is representative of love,
and a bridge to get your
relationship closer
Receive the information and take
action to celebrate Valentine Day
with their lover
Share-able trendy to be more
noteworthy with peers