1. NORTHSIDE GEN Z INSIGHT:  

To Northside Gen Z, Christmas is not just a religious event. It’s indeed the biggest festive to share offline closeness moments with their “boo” or crush. On top of that, compared to the South, such extreme cold in the North makes any Gen Z heart melt & desperately crave for intimacy.    

But let's be honest! Closeness experience could not last long if it gets repeated with the same old boring places and activities. The “event” insight is that most of them focus only on the festive season theme itself, like a Christmas’s music fest, countdown event etc. There is not a single activity dedicated only for CLOSENESS - not to mention, to make it last long.    

Deep down, Northside Gen Z’s couples crave something FRESH & EXCLUSIVELY SERVING THEIR NEED OF INTIMACY to make this Christmas unforgettable long-lasting memory.    

2. SOCIAL INSIGHT:  

This urge actually reflects all on social media. It's basically exploding conversation across social touch points and passion points: Gen Z is searching for a new fresh breeze—the next big coming events and activities, EXCLUSIVELY serving Intimacy needs.

BIG IDEA: GO MAKE CLOSENESS LAST  

WITH CLOSEUP LONG-LASTING FRESHNESS    

Centralized around the “Long-lasting freshness" proposition, we facilitated the need for both physical & emotional long-lasting closeness of Gen Z with a fresh experience, exclusively serving Northside Gen Z.    

For the first time ever, Closeup created a one-of-a-kind Mint Globe at the heart of Hanoi’s youth hub area, Pho Di Bo. At the center inside the globe, a huge, magnificent KISSMAS TREE is placed. Once two people seal a long-lasting closeness moment under the tree, mesmerizing lighting effects would appear from their standing spot, spread upward to the KISSMAS TREE. The lighting immediately covers all of the globe from top to bottom, leaving them with an unforgettable photograph.    

Followed is a series of 360 degree visual & sonic immersive experiences dedicated only to closeness & aiming to make it last long:  

- A DIY ZONE, with DIY couple-made long-lasting & fresh-smelling toothpaste,  

- A DECOR-STATION, decorates sparkling pine tree to prove the love of the couples,  

- And a SPOTLIGHT CORNER, captures all creative closeness moments that any couple can think of,  

- Finally, Closeup’s Santa's PHUONG LY and hit-maker WREN EVANS 'participation blew up the whole crowd.    

The event was widespread across outreach touchpoints, into minor Gen Z communities. At the same time, our digital Freshness Mint Globe was designed so that young couples across the nation can seal their long-lasting memories with Closeup Christmas.

1. Trigger talkability:  

First, we excited Gen Z with a question: "Christmas is near, do you have any plans yet?". We sent out an e-invitation in a unique & exclusive hologram style, embedded with a personalized message for 50 Northside Gen Z’s influencers & couples.    

Immediately grabbing their attention, we blended into Gen Z’s social communities, hyping them up with a series of snippets of Closeup upcoming on-ground experience: in terms of sight, sound, and light, opening up 360 degree memorable intimate moments.    

Each guest-couple participating in the event is promised to have a long list of super fresh activities inside an attractive and beautiful Mint Globe.    

2. Launch & Spread:  

The D-day came, we brought our “Freshness Mint Globe” to life at the center of Hanoi Gen Z busiest hub, and we caught all of their eyes. A long-lasting journey of magical freshness experiences to facilitate more than 1,500 couples’ closeness happened inside our giant globe.    

Within just 2 days, the on-ground event drew more than 3,2000 Closeup fans and couples came to check-in. More than 250 content posts have been created and spread out across Facebook, Youtube, and TikTok to promote the event. Only on that day, there's a peak of nearly 60,000 buzzes around “Qua cau tuyet thom mat".    

3. Maximize & amplify:  

The experience didn't stop there.  

To further spread the “Go make closeness last” spirit, we brought the Freshness Snow Globe experience nationwide! A magical Branded Effect came to life so that any couple in any region can join this one-of-a-kind chance to make their closeness last longer.    

The entertaining filter took our audience inside the Mint Globes, immersing the users in a 3D Christmas space with special lighting effects, snowflakes, and mint leaves falling with the snow. We dared couples to seal long-lasting closeness moments with intimate love gestures to take a snapshot. Then we captured and stitched the beautiful photos together to make a stunning collage of Christmas closeness memories.    

More than 2500 Tiktok videos have been created, with 72 million video views - showing a huge amount of interest and organic engagement from users without any rewards from us (surprisingly).

Closeup has disrupted the Christmas season, earning such enormous brand love and winning over the "Long-lasting freshness" attribute.    

Everyone was talking about us with 1.8 million interactions on social media around "Qua cau tuyet thom mat" making Closeup experience the TOP 1 EVENT of such a crowded month with numerous events and activations.    

We successfully wrapped up 2023 with:  

1. Business & Brand Results:  

- Sale Value gains 10.5% uplifted for two products including in “Closeup bạc hà thơm mát” and “Closeup tinh thể băng tuyết”.  

- Share Value grow 80bps FY, specifically in December increase 100bps vs. YA  

- Penetration gains 270bps FY.  

- Brand power gains 40bps uplifted (vs. last quarter); driven by both Meaningful, Different & Saliency equity.    

2. Social Media Results:  

Results exceeds expected KPI:  

- Highest buzz in Oral category during year-end season with 422,000+ Buzz around “Qua cau tuyet thom mat", which are 2,195 posts, 357,150 comments and 63,344 collectable shares.  

- 260,000+ Unique users joining.  

- Sentiment score was perfect at 1.00 without negativity and high positivity.  

- 1.8 Million interactions on social media.  

3.200 engaged participants check-in at Closeup event.