Brief & Challenge

Vivo, a Chinese smartphone brand going global, wanted to establish itself as an innovative and trendsetting brand in its international markets, primarily across Asia. Amidst the scepticism and media bias on Chinese companies, it was challenging for Vivo to make its mark.

Leveraging its world-first fullscreen smartphone NEX, Vivo, in partnership with Edelman Greater China, set out to change brand perception and position Vivo as an innovative brand, by earning recognition and influence from top-tier global media.

Objectives

Reach young consumers in Vivo's international markets in order to:

  1. Generate awareness for Vivo's NEX, an industry- first notch-less smartphone, across Vivo's key markets across Asia
  2. Establish Vivo as the pioneer for full-screen smartphone design and elevating front camera
  3. Position Vivo as an innovative and trendsetting brand

Research & Insights