Vivo adds V-Day flavour to V15 Pro launch
By M4G Bureau - February 18, 2019
The brand executed a nationwide DOOH programmatic campaign in association with TagTalk to make V-Day special for couples
Smartphone brand Vivo reinforced its deep connect with the youth segment on the occasion of Valentine’s Day in association with TagTalk, a hyperlocal modern digital out of home network, built on IoT. The brand launched a programmatic outdoor campaign on TagTalk network as a pre-launch campaign of its new handset Vivo V15 Pro which is set to be launched on February 20 in the Indian markets.
The communication highlighted the features of the new handset with a Valentine’s Day personalised creative. The campaign was powered by people posting their photographs, wishes and boomerang videos in real time on Valentine’s Day on the display screens at high-footfall pubs and cafes in different cities. The system auto detected a relevant photograph using AI and published a real-time message over the photograph shared.
TagTalk helped the brand target over 5 million millennials across Delhi, Gurugram, Mumbai, Pune and Bengaluru.
Commenting on the campaign, Gautam Bhirani, Founder & CEO TagTalk.ai said, “We are delighted to have Vivo on board again and as our exclusive smartphone partner, they understand our ecosystem and the audience very well, which gives us freedom to innovate using our technology and set new benchmarks in evolving OOH media landscape. Valentine's Day integration was special and delightful, thousands of couples across the country were delighted with the realtime greeting popping over their selfies. Personalized communication using technology and experience will play key a role in breaking the visual clutter and we live in and DOOH will be the major driver that plays a key role in building connections.”
Prior to this, VIVO had utilised this tech OOH platform where for the very first time, user generated content was integrated on DOOH in India. From location based user generated content using Instagram, to integration of photographs shot on Vivo by leading Indian photographers and social media Influencers were broadcasted on the screens. The campaign generated exceptional amount of engagement and traction online, amplifying brands social media assets by over 205%.
“Our network connects with a highly sociable audience that likes to socialize and at the same time spends over 3 hours a day on the internet making them major driver of user generated content. Connecting places they go to with things they do online, we integrated a built a content driven modern network that truly connects with today's digitally driven millennia's and helps brand's connect with them in context in an intrusion free and a delightful way,” shared Bhirani.