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.
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.
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.