Close-up: VALENTINE'S SURPRISE

Credits & Description:

Advertiser: UNILEVER
Agency: LOWE VIETNAM
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: VALENTINE'S SURPRISE
Planning Director: Indraneel Guha (Lowe Vietnam)
Account Manager: Vy Truong (Lowe Vietnam)
Creative Director: Vanessa Hurst (Lowe Vietnam)
Associate Creative Director: Kumkum Fernando (Lowe Vietnam)
Director: Tsering Gyalthang (Yeti)
Executive Creative Director: Chris Catchpole (Lowe Vietnam)

Execution
A national 'Let Love Rule' integrated campaign (TV, radio, magazine and social media) encouraged them to enter. Partners included youth channels YanTV, Zing, Kenh14, Sinhvien Vietnam, 2! and xone FM.Three guys were chosen and spent a week rehearsing for the big day – a live performance on a cinema screen for their unsuspecting girlfriends. 'Let Love Rule' was endorsed by the hottest celebrities in the country. A special 'Let Love Rule' song was performed by the Top 7 Vietnam Idol stars and had over 1 million views.From 1 January, TV drove awareness of the campaign and a Facebook contest. Radio had a weekly 'Let Love Rule' Talk Show throughout the campaign and Magazines had branded content. The live event was filmed and posted on YouTube and ZingMe. Facebook amplified the campaign message throughout the 6 week period.

Strategy
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 No.1 brand at Valentine's in Vietnam – spontaneous association with Valentine's of 60%. CloseUp wanted to earn brand love amongst youth and become the No.1 film on YouTube and ZingMe in Vietnam during February. We also had a KPI of increasing 'Gives you confidence when you're with others' by 3%.We targeted new and existing customers. Those loyal to the brand saw it as a friend but linking CloseUp with confidence was not something they related to.

Effectiveness
Over 4.5m views totalling 19,000 hours in 99 countries achieved in 6 weeks.Vietnam's No.1 youth brand during the Valentine's period.No.1 branded content clip in Vietnam.No.1 Unilever's Global Click Through Rate – 34.19% against benchmark 4%.7 out of 10 people said they 'absolutely loved' the brand.91% positive comments posted online.CPC of 20 cents vs. CPC of USD1 to get the same reach on TV. (Source: Media Agency)Facebook fans grew 400%. (Source: Media Agency/Goviral)Sales up 22%.CloseUp rated 'brand for youth' by 88% of target audience.The most successful online youth campaign ever in Vietnam. (Source: Media Agency/Goviral)