ASSIGNMENT BRAND COMMUNICATION ( AGENCY SIDE)

AGENDA

CLOSE UP CAMPAIGN REVIEW

CAMPAIGN BRIEF FROM CLOSE UP

1

2

CLOSE UP IDEA

BRAND IDEA A CATALYST TO GET CLOSER

GET FRESH, GET CLOSE

KISS IT YOUR WAY

COMMUNICATION IDEA

ADVERTISING IDEA

TARGET CONSUMER & CONTEXT

By communicate that Valentine day is the best occasion for EXPRESS LOVE THROUGHMOMENT OF KISSING. Closeup want to OWN “KISS” as the MOST NOTEWORTHYMOMENT by making couples more confident & set them free to express their love

TARGET COUPLESAge: 18 – 30Income: ABCDLive in Urban

Want to have the noteworthy moments to express lovewith their lover

INSIGHT & BIG IDEA

CONSUMER INSIGHTKissing 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

EXECUTION

PHASE 2PHASE 1 PHASE 3

Key hook: Viral Clip

Two viral clip about JV & Mie tointroduce the Cupid Games & triggercouples 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 toencourage them do it your way & make it anoteworthy 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

CAMPAIGN BRIEFis 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 Objective2. Campaign Objective3. Target audience4. Insight & Desired response5. Approach mandatory6. Reason to believe7. Channels8. How do consumer participate?9. What keeps the conversation going?10.Timing & Budget11. 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

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 BEHAVIORI missed opportunities to kiss my lover. In special occasion as Valentine Day, I don’t

want to miss it again

EXPECTED BEHAVIORDo kiss, oh, let’s try it, we will have the most

memorable moment in Valentine Day this year.

CONSUMER INSIGHTKissing 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

MESSAGEDo closer and make your memorable kiss

WE WRITE A CAMPAIGN BRIEF FROM COMMUNICATION BIG IDEA : GET FRESH, GET CLOSE

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

APPROACHMANDATORY 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