| Title | QUEST FOR LOVE - NAM IN VIETNAM |
| Brand | UNILEVER |
| Product / Service | CLOSE UP TOOTHPASTE |
| Category | C02. Best Use of Viral |
| Entrant | GROUPM Ho Chi Minh City, VIETNAM |
| Entrant Company: | GROUPM Ho Chi Minh City, VIETNAM |
| Advertising/Web Design Agency: | GROUPM Ho Chi Minh City, VIETNAM |
| 2nd Advertising/Web Design Agency: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
Credits | |
| Name | Company | Position |
|---|---|---|
| Devapriya Mohanty | Mindshare (vn) | Partner/Client Leadership |
| Thao Nguyen Nguyen | Mindshare (vn) | Manager/The Exchange |
| Vy Le | Mindshare Digital (vn) | Digital Manager |
Boy meets girl on a rain day. The internet is his searchlight. Kissing is involved. This was the brilliant start and finale to Vietnam's most innovative toothpaste adventure ever. Close-up needed heavy-hitting numbers on a small budget, so, Nam (our hero) looked for love virally and though blogs. The first phase had no branding and people fell in love with his story. This engaged 3.9 million people; 80 free articles in local press; 500 young couples publicly kissed at the finale event, garnering impressive local media coverage. Proof? Sales are up 45%! Mint is in the air!