Search Google with the keywords “Tìm em nơi đâu” or “tim em noi dau closeup,” and you will get countless results with various praise and criticism. From a viral perspective, this is a successful campaign in Vietnam. From the standpoint of an online campaign, it is also a valuable showcase.

Context

The majority of young people in Vietnam tend to be passive and shy in expressing their feelings. As a toothpaste brand targeting high school students, university students, and young professionals aged 15-25, Closeup aimed to encourage young people to confidently and boldly express their love with the message: “Confidently seek love.” The “Tìm em nơi đâu” (Where Can I Find You) campaign was designed to help the brand achieve this goal while also connecting more closely with young consumers.

 

Objectives

• Increase brand awareness among the target audience.
• Encourage young people to confidently and boldly express their love.

Strategy

Through a fictional story about a young university student’s journey to find love on the Internet, Closeup encouraged young people to confidently and boldly express their feelings. This message aligns with the “Confidently seek love” slogan that the brand wanted to convey. It was a clever and engaging idea that, if successful, could create a strong viral impact.

However, viral campaigns were still relatively new in Vietnam at that time, and the story carried many risks. On closer examination, there were many vulnerabilities for curious individuals or competitors to exploit. Using a fictional story could also provoke a backlash from the community. Deciding how to end the story was another challenge… not to mention hundreds of other obstacles.

The first thing worth acknowledging is the determination of the brand and agency in daring to execute a bold and risky idea. This is something not many brands are willing to do, even though they often demand unique ideas. Closeup was rewarded for this bravery.

 

Creative Idea

“Tìm em nơi đâu” – Campaign Execution

The campaign was divided into four phases:

1. Phase 1: Spread the story virally through Yahoo 360 Blog, YouTube, and forums to create a buzz among young people.
2. Phase 2: Leverage public attention to release the message “Confidently seek love” via seminars, events, press, TV, and PR.
3. Phase 3: Create a platform for young people to interact with the message through online competitions.
4. Phase 4: Conclude the campaign with a “Valentine Festival” event on Valentine’s Day.

 

Phase 1 – Social Media

The story began to spread across the Internet through key channels such as Yahoo 360, YouTube, and forums. Yahoo 360 served as the central hub, while YouTube, forums, and other social media platforms played supportive roles. This phase was quite successful as the story unfolded naturally and resonated with the community.

The blog featured many sentimental, emotional posts that touched the hearts of dreamers. YouTube clips were creatively produced in various styles: sometimes sentimental songs, sometimes impressive animations, and sometimes a bit quirky, offering a fresh experience for viewers. Forums were also very active, contributing to the campaign’s widespread impact.

Phase 2 – PR

After a period of strong promotion, the blog became quite popular on Yahoo 360. The name of Nam—the handsome, talented, and romantic guy—also gained widespread recognition. At this point, the brand stepped in naturally to elevate the story.

Offline activities were organized, such as seminars on love and the importance of confidence, skillfully incorporating Nam’s story as a quintessential example for young people.

PR articles on major newspapers and popular blogs (like OnlyU) helped Nam gradually become a prominent figure. By this stage, sharp-eyed individuals, especially marketers, began to suspect the campaign’s intent, and many insightful analyses along with speculations about the story started to surface. Additionally, there were dissenting opinions. However, such mixed reactions only contributed to making the story more captivating.

 

Phase 3 – Website

Closeup officially joined Nam’s search as a way to encourage young people to confidently seek love. The website timem.com.vn was created, and four contests were launched simultaneously, revolving around predicting the outcome of Nam’s search. Mass media was utilized to attract participants. Closeup aimed to make Nam’s quest for love a sensational event, leveraging the power of word-of-mouth marketing.

The idea was reasonable, but the execution seemed less successful. The use of mass media made the story feel less organic. Nam’s rapid rise to fame appeared to leave the brand struggling to steer the narrative and handle crises or readers’ doubts.

Many marketers and popular bloggers joined the discussion, creating a wave of backlash on platforms like Openshare, Chudoanhnghiep, and personal blogs. Those who closely followed the campaign would vividly recall the intense atmosphere of that period—controversy, support, opportunism, and excitement all combined to create a buzzing, heated environment.

Phase 4 – Event

The highlight of the campaign was the “500 Couples Kissing” event held on February 13, 2010, at Phan Dinh Phung Stadium. When the story of Nam had started to lose its heat, this exciting event captured the attention of hundreds of thousands of young people and the online media.

Numerous major and minor news outlets reported on the event, creating widespread buzz. The website timem.com.vn experienced a sudden surge in traffic, with over 40,000 visitors per day. Nam’s blog was also flooded with questions revolving around the event.

This conclusion brought the campaign to a complete and resounding success.

Results

• The brand increased sales by 45%.
• The agency was awarded the Asian Marketing Effectiveness Awards for 2008–2009.

Conclusion

“Tìm em nơi đâu” was truly a breakthrough during the early days of online marketing in Vietnam. It can be considered the opening shot that spurred many other brands to launch a series of iconic digital campaigns in the years that followed.

(Source: BrandsVietnam)