vivo: Building brand with live bands

Peng Haiyun

Leading mobile phone brand vivo boosted brand recognition in the youth segment in India and generated build-up following the release of its latest smartphone, vivo X27.

Campaign details

Brand: VivoBrand owner: BBK ElectronicsAgency: Peng HaiyunMarket: ChinaIndustries: Mobile devicesMedia channels: Competitions & contests, Events & experiential, Online video, Sponsorship - mediaBudget: 5 - 10 million

Executive summary

Mobile phone brand vivo is successful at creating compelling content, especially in the entertainment space in India. It sought to broaden its appeal and tap into the youth market following the launch of its latest smartphone, vivo X27, in 2019. Its efforts were so successful vivo X27 was quick to win consumer recognition in this category.

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