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
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.
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