CloseUp: Let love rule
Alexandre Boin
Campaign details
Brand owner: UnileverAgency: Lowe VietnamBrand: CloseUpCountry: VietnamChannels used: Cinema, Events and experiential, Games and competitions, Internet – display, Magazines – consumer, Online video, Public relations, Radio, Social media, Television, Word of mouth and viralMedia budget: Up to 500k
Executive summary
Closeup is a toothpaste brand in Vietnam targeted at the youth. As a brand, Closeup is all about expressing closeness, but there were few places where asking the youth to express feelings of love and emotion were likely to prove more...