vivo at 2018 FIFA World Cup Russia

Football fans at the 2018 FIFA World Cup Russia would have their first encounter with vivo, the tournament's official smartphone brand. vivo uses sporting event partnerships to build a brand profile outside their home market in China – but the World Cup would truly catapult them to a global stage. The physical centrepiece was a booth located at Luzhniki Stadium in Moscow.

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Solution

What emerged from the design process was unique: a gleaming white, blue-trimmed triangular-shaped booth with a ‘V’ theme that instantly imprinted the vivo name on the crowds.

Those who wandered closer could interact with LED touchscreens on the booth’s corner pillars to use functions like instant photo-printing. The more curious could enter the booth and continue their vivo journey via a branding wall and a product experience area with a full range of sample phones.

Results
  • The project succeeded in growing the vivo brand in international markets and in China.
  • In China, post World Cup, 20.6 million units of sales volume was recorded in Q3 2018, a significant achievement in terms of sales volume and market share.
  • 79% of respondents indicated ‘increased affection’.
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