In a market where competition with Apple and Samsung was fierce, vivo strategically positioned itself as an innovation-driven brand by blending technology with financial incentives. The “Zoom in, Cash in” campaign, where customers could buy a vivo X200 smartphone and win MediaTek stock, was more than a promotion. It was a bold brand strategy designed to boost vivo’s differentiation and deepen engagement.

Highlights

Capitalizing on Taiwanese people’s interest in financial opportunities, vivo successfully elevated its brand beyond traditional smartphone marketing. A two-phase strategy sustained media attention: first highlighting the X200’s technological advancements, then unveiling the stock giveaway, which reinforced vivo’s innovative image.

Impact

The campaign doubled media exposure compared to the previous X100 series, establishing vivo as a leader in creative marketing. More crucially, it positioned vivo as a brand that genuinely understands and connects with Taiwanese people, showcasing a long-term commitment to market growth and engagement.