Vivo

CityStage

Challenge

How to enter a crowded smartphone ecosystem in India with a premium handset from a then relatively unknown brand. Factor in an audience which is extremely price sensitive, and spoilt rotten by the plethora of options. The key was to position the Vivo X Shot as a sleek multi-dimensional smartphone which is also a loaded pro imaging device.

Insight

A ‘selfie’ worthy phone camera backed by features & performance are key factors which drive purchase decision. If an influencer who is also a good photographer (not just a celebrity) whom you follow socially advocates it, you will probably listen.


Creative Approach

A two-pronged creative approach was devised to ensure that visuals from influencers can be differentiated from tactical
communication which is meant to highlight the features of the phone, and its camera.

Results