Close up Valentine

Brand big idea Communication big idea Campaign big idea

Consumer Language Executional Context

Bring confidence to

come closer our beloved

Confidence to express your love Ambassador of Love

Tìm em nơi đâu

2010

Let love rule – Hãy để tình yêu dẫn lối

2013

Walk of love

2014

Dạ tiệc tình nhân

2009

Đêm Valentine thế kỷ

2011

Đêm Valentine thế kỷ

2012

Kiss it your way – Hôn đúng chất riêng

2015

Issue: To keep

continuing creating

love activities for the

youth in Valentine 2015

- With new message

but still connected

to brand big idea

- Make Closeup lead

conversation + spirit

during whole season

Insight: Kissing

represents for passion

among lovers, though

conservative culture

makes VNese couples

rarely share it in

public. People in

relationship all desire

to kiss freely in their

own ways

Idea: An activation campaign “Kiss it your way”

guides and gives lovers a place to liberate their

intense feelings, as well as motivates them to

express and celebrate the love uniquely

Campaign 2015

Execution:

Trigger with viral clip – Jvevermind, Facebook Apps, and Editorials.

Engage with “Kiss it your way” Event at AEON Mall, with kissing

booth, cupid game and other related activities

Amplify by PR articles

Campaign brief

Campaign brief