Advertiser: UNILEVER
Agency: LOWE VIETNAM
Category: Fast Moving Consumer Goods
Advertising campaign: VALENTINE'S SURPRISE
Executive Creative Director: Chris Catchpole (Lowe Vietnam)
Client Service Director: Laurence Dang (Lowe Vietnam)
Associate Creative Director: Kumkum Fernando (Lowe Vietnam)
Director: Tsering Gyalthang (Yeti)
Planning Director: Indraneel Guha (Lowe Vietnam)
Creative Director: Vanessa Hurst (Lowe Vietnam)
Account Manager: Vy Truong (Lowe Vietnam)
Client Brief Or Objective
Research showed that Vietnamese youth are incredibly shy when it comes to expressing their love. CloseUp is a youth brand of toothpaste and mouthwash in one. Confidence is their brand essence.To help the target audience become more confident in their relationships, we invited them to do something special for their partners this Valentine's Day. The ambition was to become the number 1 brand at Valentine's, encouraging new and existing consumers to share their feelings and get 'close up'. CloseUp wanted to earn brand love amongst youth and become the number 1 film on YouTube in Vietnam during February.
Execution
Live on-screen cinema stunts had never been done in Vietnam. So this was a first. Confidence is the brand essence for CloseUp. But it can't be told ('Be confident'), it needs to be demonstrated. So CloseUp helped three normally shy guys realise their dream of sharing their feelings in a memorable, original and charming way for their girlfriends. This was to encourage all youths to 'Let Love Rule' and really talk from the heart this Valentine's Day. 7 out of 10 people said they absolutely loved the brand in post campaign analysis.
Implementation
A national 'Let Love Rule' TV, radio and social networks campaign encouraged them to enter. We partnered with youth channels on TV, radio, in magazines and online. Three guys were chosen from thousands of Facebook entries. They spent a week rehearsing for a live performance on a cinema screen for their girlfriends.The event film was posted on 30 January with over 254,000 views in the first 48hrs.The desired outcome was:• earn brand love among youth• increase the sentiment 'gives you confidence when you're with others' by 3% • become the No.1 YouTube and ZingMe video in Vietnam during Valentine's
Outcome
- Over 4.5m views totalling 19,000 hours in 99 countries – all of this in just 6 weeks.- Vietnam's number 1 youth brand during the Valentine's period.- No.1 branded content clip in Vietnam.- No.1 in Unilever's Global Click Through Rate – 34.19% against benchmark 4%.- Content shared on 2,649 independent sites.- 91% positive comments posted online.- CPC of 20 cents vs. CPC of $1 to get the same reach on TV. (Source: TNS Media Data/Mindshare)- Facebook fans grew 400%. (Source: Click Media/Goviral)- Sales up 22%.- CloseUp rated 'brand for youth' by 88% of target audience.- The most successful online youth campaign ever in Vietnam. (Source: Mindshare/Goviral)