THE CHALLENGE

vivo, one of the world’s leading smartphone brands, became the official global smartphone sponsor of the 2022 FIFA World Cup Qatar™, a multimillion dollar sponsorship deal which would require amplification strategies around the world. For Latin America, Dialogue was in charge of leveraging its client’s sponsorship across the region to raise awareness of vivo as a brand that shares the same passions about sports as its LATAM consumers and to drive sales of its soon to be launched device: the X80 Pro, which features a spectacular camera lens alliance with German company Zeiss.

THE WORK

In order to maximize this opportunity, Dialogue developed a bespoke communications plan involving experiential, PR, digital and influencer marketing, to be implemented across vivo’s target markets in LATAM. From multimedia editorial content and media/KOL relations to consumer promotions and specialized branded swag kits announcing the sponsorship, significant pre-tournament buzz was generated leading up to the World Cup. In addition to consumers winning trips to the World Cup compliments of vivo, Dialogue organized a once-in-a-lifetime media/influencer trip to Qatar where top attendees could experience the World Cup first hand using the X80 Pro. Cinematographer Daniel Blanco was also invited and shared photography and video tips in real time with the attending media/influencers, explaining the main functions of the equipment so that they could get the most out of it and invite their audiences to share the passion with vivo, the campaign slogan.

THE RESULTS

With the successful execution of our amplification strategy and Argentina bringing the World Cup home to Latin America, the ROI surpassed expectations for this first sponsorship experience. Nearly 300 placements have been obtained thus far across the region with a reach of 80M. The strategy also served to strengthen key media and KOL relations for vivo, an important move for vivo to increase its market share in an extremely competitive region.