The campaign is based on the idea 'Let love rule', which is inspired by the insight that Vietnamese youngsters find it hard to express love on Valentine’s Day, due to shyness or a lack of resources or ideas, and often avoid getting together with their loved ones.
Closeup aims to help people get closer and drive engagement on social platforms Facebook, Zing and YouTube.
A set of inspirational videos, including the main one set in a cinema, show young guys surprising their girlfriends on Valentine’s Day.
“We wanted to inspire expressions of love and build some positive sentiment towards the brand,” said Diem Tran, brand manager, Closeup at Unilever Vietnam. “Closeup has taken upon itself to keep Valentine’s Day alive in Vietnam.”
“Our Closeup Valentine’s Day campaign is built to break the barriers that hinder expressing love,” said Indraneel Guha, director of strategic planning services at Lowe Vietnam. “We wanted to positively inspire the youth of the country by showing them genuine stories of everyday couples. In the end, giving a message to express love doesn’t need too much—just a sincere attempt.”
