Young Marketer assignment

1. RTB
gel format - offers the
cosmetic benefits of superior
fresh breath and white teeth
Discriminator
Gel format that offer
cosmetic benefits
Environment:
Teeth care category is a tough
market. With other brands focus on
cavity control and strong teeth.
Value:
Inspiring, youthful, confidence,
premium
Personalities:
Youthfulness, cool
Belief:
when people have good breath,
white teeth, they could be
more confident to overcome
challenges in life
GIVE PEOPLE THE
CONFIDENCE IN EVERY
“UP CLOSE AND
PERSONAL”
SITUATIONS.
Brand
Essence
Insight
In every up-close and personal situation, the
concern about my breath & teeth make me
loose confidence & not being myself as always.
Target consumers:
-Youngster
-18-35, all SEC, nationwide
- Chasing many dream in life
-Lack of confidence about themselves because of their
breath & teeth
Functional Benefits:
- Superior fresh breath &
white, healthier teeth.
Emotional Benefits:
Being confidence in every
close-up moment in life to
be yourself
BRAND KEY

2. VALENTINE EVENT HISTORY 2011 - 2015
2011
Century Kiss
2012
Show your Love
2013
Let love rule
2014
Love’s Boulevard
2015
Kiss it your way
Communication
idea
Youngsters need an intimate way to show their love with partner.

3. 1
2
3
Brand idea:
Give people the confidence in
every “up close and personal”
situations.
Communication idea:
Youngsters need an intimate
way to show their love with
partner.
Advertising idea:
Kiss it your way

4. CAMPAIGN BRIEF
Business background:
Toothpaste market currently segments by Unilever and Colgate in which key players include: P/S, Close up and Colgate.
P/S and Close Up acquires for 70% of market share in market, in which Colgate is only 20%.
Key benefit consumers are looking for include: Whitening, Anti-“sau rang”, fresh breathe. After that, are “Bao ve loi” and
“giup chac rang”. Close-up is strongly accommodate “fresh breathe” and “whitening”.
Close up has become a popular brand in market, get along very well in awareness to consumer, however, the brand is
continuously to increase/enhance brand love and brand loyalty as well as strong emotional connection toward brand to
its target consumer.
Business Objective:
+ Increase/strengthen brand positioning within target consumer.
+ Build brand loyalty/brand love
Consumers:
+ Target consumer: Young consumer aging from 18 – 25 years old, targeted in consumer who are already in stage of
love or connected to a certain partner in life.
+ Insight: Kiss is the most unique and meaningful way to showcase love, but throughout many years, kissing has been
become boring and lack of innovation, we want to encourage couple to share this experience in a more memorable way
to showcase their own style.

5. + Brand positioning: Give people the confidence in every “up close and personal” situations
+ Brand communication: Youngsters need an intimate way to show their love with partner.
+ Current challenge of brands:
Brand has good level of awareness however brand needs to acquire higher level of brand loyalty and brand love within
target consumer as they are easily switch into other competitors such as: Colgate, Aqua fresh.
Brand needs to continuously strengthen its positioning within target consumer as it has not been very well-established.
Brand strategies:
+ Focus on building strong brand communication ideas as “Freshness give confidence to get close to your love one”.
Especially support and leverage love events (Valentine is consider as most important event for activation activities)
+ Support and innovate then leverage other aspect of “love” within its communication.
 Own valentine event, as think of valentine, of love, think of close up.
Requirement for agency:
+ Work and develop ideas/event concept to match with consumer insight proposed as above. (Innovate campaign to
promote for a unique way of love in kissing for young people to showcase how freshness can help in getting close to their
love one).
+ Concept should be: relevant, innovative, match with young, innovative consumer
+ Develop and set up for activation timeline from “trigger” to “activate” “main event” and “follow up”
+ become top of mind campaign for Valentine => Own valentine event, “when think of valentine, think of Close Up”
CAMPAIGN BRIEF

6. CAMPAIGN BRIEF
KPI
+ Earn media/Awareness: 30% target consumer
+ Event participants: 100 couples
Budget:
1 bil VND
Timing:
+ From Jan 2015 – March 2015 in which
Jan 2015: Trigger – Activation Online and offline promotion
Feb 2015: Execution/Big events
March 2015: Summary

7. THANK YOU