CloseUp: Let love rule

Alexandre Boin

Campaign details

Brand owner: Unilever
Agency: Lowe Vietnam
Brand: CloseUp
Country: Vietnam
Channels used: Cinema, Events and experiential, Games and competitions, Internet – display, Magazines – consumer, Online video, Public relations, Radio, Social media, Television, Word of mouth and viral
Media 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 difficult than Vietnam. This is how Closeup achieved positive sentiments for the brand by helping couples express their love in a special way on Valentine's Day, and subsequently achieved real growth in turnover and volume.