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.
Insight
The booth needed to both catch the attention of tens of thousands of visitors and give a lasting impression of vivo values. It had to include a 100 sq. m. floor area, and be able to shrug off volatile Russian weather for one month.
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’.
