THE CHALLENGE

Leading smartphone manufacturer vivo (no. 1 in China) recently launched the new V25 series in Latin America, which includes the V25 Pro and V25 devices. Both devices feature innovative color-changing technology, which transforms the hue of the phone’s body when exposed to UV rays. Dialogue was tasked with publicizing the launch in Latin America and creating an activation to showcase the color change feature in a creative and disruptive way.

THE WORK

To showcase this innovative color changing technology, Dialogue proposed an alliance with the Mexican fashion house Zurce to create a collection and accessory inspired by the V25 Series. This collection was presented by Zurce at the fall Mercedes-Benz Fashion Week taking place in the beautiful colonial city of Merida, and vivo invited media from Peru, Colombia, Chile, and Mexico to amplify the collaboration. In addition, Dialogue included a traditional PR approach with a partnership with Vogue Latin America, briefings, and device seedings to target lifestyle and tech media, as well as relevant influencers across Latin America.

THE RESULTS

Thanks to this collaboration, vivo participated in one of the most exclusive fashion and design events of the year. Additionally, through the first half of December 2022, the brand garnered 179 placements across media websites, social media, and print media; as well as +41M reach from the entire campaign. The V25 launch was well received among our target media, and the color changing feature on the device became an important hallmark among the mid-range models in Latin America.