CAMPAIGN BACKGROUND

Consumer

• The youth nowadays in Vietnam is much more open to express and show their love out and it’s becoming a habit/ big need of them

• Valentine is coming, and we don’t know how to express our love in a new & romantic way

Brand

• Own the platform let love rule campaign idea that is really strong and close up want to strengthen it’s image as a symbol of love

• Own valentine: bring the experience to bigger scale of nation wide & extend beyond the digital space

• Push the youth action to express their love

TARGET CONSUMER

Target Consumer

The youth from 18 – 27 years old, who want to express/show their love in the in international anniversary of love. Insight: They love to express their love by a “love proof” which is lasting with time to symbolize for their ever-lasting love

CAMPAIGN BIG IDEA

LOVE NEEDS A PLACE

KEY MESSAGE

IMPRINT THE

SWEET LOVE

PHASE 1

TRIGGER & AWARENESS

KEY OBJECTIVE

• Reminding the memories of the previous Valentine season of Closeup , stirring the target audience

• Creating the thirst about a place of love, inspired by the classic examples of other lands

PHASE 1

TRIGGER & AWARENESS

FACEBOOK

As the main platform of the

campaign, which was created on the

fanpage CloseUp Vietnam.

Application called “Khắc Yêu Thương

trên Đại Lộ Tình Yêu”

PHASE 1

TRIGGER & AWARENESS

WEB BANNER

Flash banners run on websites that teenagers visited as Kenh14.vn, Zing.vn, Yahoo! Mail ... landing page is the

fanpage with Facebook app “Khắc Yêu Thương trên Đại Lộ Tình Yêu”

PHASE 1

TRIGGER & AWARENESS

ONLINE PR

The advertorial and editorial articles on

kenh14.vn, yannews,

vnexpress, Pháp Luật Xã Hội…

PHASE 2

ENGAGEMENT

KEY OBJECTIVE

• Introducing the program, calling people to participate in story through activation online and offline activities

• Opening Event “ĐẠI LỘ TÌNH YÊU"

PHASE 2

ENGAGEMENT

ONLINE VIDEO

The campaign is supported by a series of videos

which be invested the images, content as well as celebrity

guest.

Cùng Hari – Tiến Đạt khắc yêu thương trên Đại Lộ Tình YêuValentine 2014—Bạn sẽ làm gì?

Màn tỏ tình "chấn động” 2014 trên Đại Lộ Tình Yêu

PHASE 2

ENGAGEMENT

CONTEST “TỰ TIN GẦN NHAU

HƠN”

PHASE 2

ENGAGEMENT

EVENT “ĐẠI LỘ

TÌNH YÊU”

The perspective of ĐẠI LỘ TÌNH YÊU also

shows 99 fingerprints heart engraved with the

names of the couples into giant heart.

Combined with unique lighting effects at night,

ĐẠI LỘ TÌNH YÊU promises inspirational "expressed confidence" to thousands of young

people.

PHASE 3

AMPLIFY

KEY OBJECTIVE

Amplifying information about the program and brand across all communication

channels.“Cuộc đổ bộ trên các kênh truyền thông

quen thuộc của giới trẻ”

GOOD AND CAN BE IMPROVED POINTS

GOOD POINTS:Overall:• Good integrated campaign of event, PR and social. Each platform support a lot to engage consumers in it’s

activities

Event:• Event attracts a lot of target consumer (over 10.000 people) come to the event and engage in event’s

activities thanks to good location choice.• Well prepare event that even a lot of people but no chaotic happened. Keep very good image of Close up in

consumer’s mind with 99 hand marks were carved on the highway of love and 3.4 hectares of Ánh Sao Bridge was filled by the couple and brilliant atmosphere, overwhelming love.

Amplification phase: • Walk of love at PMH: Keep the walk of love in a hot venue to accompany with the youth in their love journey,

honor their love

GOOD AND CAN BE IMPROVED POINTS

CAN BE IMPROVED POINTS:TRIGGER PHASE:• Not create strong hook to the youth about their need of a place for love.

EVENT:• No special as Vietnamese youth want, and communities so not create its own mark for each couple when

they participate in the program.

AMPLIFICATION PHASE:• Cannot keep the conversation about after “imprint their love”, what then ??. How to nurture that love, close

up should consider the platform of not only show it out but also how to keep it.