Vivo V9: The Perfect Shot

Vivo, the leading brand in smartphone innovation in the Philippines, released its early 2018 flagship phone, Vivo V9 with exciting new features, plus the endorsement of one of the country’s biggest loves team, Kathniel.

The campaign’s main objective was to create awareness in digital channels around the launch of the Vivo V9, while leveraging on Vivo’s latest key opinion leaders, The Kathniel Love Team.

With Digital Media becoming so pervasive (and sometimes invasive), consumers have begun to actively avoid these ads as often times it interrupts the browsing experience at every turn.

Given that, how do you capture and sustain consumer attention in a distracted digital world? How do you effectively establish vital audience connections and boost consumer engagements?

Planning & Execution

In order for the ads to be differentiated and to stand-out, AdSpark implemented unique creative executions that leveraged on the unique experiences on Youtube and Facebook.

Perfecting the shots. Redefining how it’s viewed.

In-Feed emphasized on its FullView display feature. It was made to break away from the limits of the usual canvas and extend beyond, to a literal fuller view.

Carousel was a captivating narrative that continues from one frame to the next to entice audience to follow KathNiel’s story across every frame and appreciate every feature.

While Facebook leveraged on the uniqueness of visual play, Youtube banked on crafting customized communications specifically tailored to the video searched.

Vogons used a hundred different copies across five different base videos to target the unique interests of each audience with more relevant messaging based on the particular video being watched.

Effectiveness / Results

Brand mentions and conversations in social media increased by over 60% within a span of 30 days. Social listening report also reveals that Vivo led share of voice with 40% versus its competitors.

Over-all, the campaign garnered a whopping 10 million impressions and over 18,000 pre-orders nationwide on Facebook. Whereas on the YouTube platform achieved 12.5 million unique reach, 20.6% lift in ad recall, and 9.1% lift in purchase intent.

The success of the campaign just proves how banking on the uniqueness of the execution and providing customized communication work in reaching your audience.

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The Campaign Asia-Pacific Team