CloseUp: Let love rule

Alexandre Boin

This case study describes how Closeup, the toothpaste brand, used a Valentine's Day campaign in Vietnam to reinforce its brand message with its key (youth) target market.

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...

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