vivo and Disney+ Hotstar’s Game-Changing Collaboration: The Launch of vivo X-Lens
Making an exciting move in capturing audience attention, vivo collaborated with Disney+ Hotstar to co-develop and host an innovative reality show, ‘vivo X-Lens.’ This was vivo’s first venture into reality content on an OTT platform, making waves as they unveiled the vivo X90 Series—a smartphone positioned as the ultimate device for ‘Extreme Expression’ in premium photography.
Objective:
The primary goal of the ‘vivo X-Lens’ initiative was to drive brand affinity and establish ‘vivo X90 Series’ as the go-to device for photography enthusiasts. By emphasizing on its standout feature, ‘Extreme Expression,’ vivo aimed to cultivate a deeper connection with its audience and position itself firmly within the premium smartphone market.
Approach:
With the launch of vivo X90 Series, vivo’s strategy went well beyond traditional advertising. Instead, they embraced an immersive storytelling approach through the creation of a reality show on Disney+ Hotstar, aptly named ‘X-Lens.’ The show not only showcased the impressive capabilities of the vivo X90 Pro camera but also nurtured a dedicated community of photography aficionados.
Hosted by the charismatic Keith Sequeira, X-Lens featured some of India’s top photography talents as judges. Contestants competed for the prestigious title of ‘Vivographer,’ a recognition of their ability to master the art of ‘Extreme Expression’ through photography. Each episode presented thrilling challenges designed to push contestants to their creative limits, all the while seamlessly integrating the vivo X90 Pro camera into the narrative.
The collaboration with Disney+ Hotstar CreativeWorks was instrumental in producing a show that was not only entertaining but also effectively highlighted the innovative features of the vivo X90 Pro. This strategic alignment ensured that the camera’s capabilities remained front and center, driving home its role as an essential tool for creative exploration.
The show’s engaging format, coupled with its emotional appeal and exciting challenges, resonated deeply with audiences. vivo’s targeting of premium and affluent individuals ensured that the show reached the right demographic, leading to increased visibility and connection with the target audience.
From ideation to execution, Disney+ Hotstar CreativeWorks played a pivotal role in bringing the vivo X-Lens vision to life. Their expertise enabled seamless brand integration and effective resource allocation for the production. The show was supported by a robust amplification plan that included various ad formats.
Impact:
The results of the vivo X-Lens campaign were impressive, showcasing significant uplifts across key metrics. Aided awareness, purchase intent, and brand favorability all saw double-digit increases, indicating that this innovative approach to marketing resonated strongly with audiences.
Brand Speak:
