To achieve Vivo’s goals through media exposure, first we worked on target-public composition by using research tools, considering as prerequisites the intention to replace one’s mobile phone in the next three months and habitual device usage to play music/mp3 tracks as well. With these parameters we detected the AS, AB aged 13-to-24 target.Based on our findings, we developed a strategy comprising a media mix with enhanced target affinity and penetration and a variety of points of contact. Among the selected media, we chose:TV, yielding fast, nationwide coverage;Internet, to intensify the brand’s relationship with the target, enabling real-time interactivity; FM radio: important to reinforce Vivo’s presence in the São Paulo and Rio de Janeiro markets;Our creative work respected the particularities of each medium to ensure communication relevance at each point of contact.

The objective of the Vivo Motorola Mallu Magalhães action promotion was to promote Vivo Motorola mobile-phone device sales by advertising the launch of the complete musical album of web-born artist Mallu Magalhães as a mobile-phone preload.Through the promotional comprising buzz marketing, app for social network (communities), media online, material pop, point of sale, shows and pocket, usage to address a young public, 150,000 downloads were sold during the campaign period, fulfilling mobile-phone appliance sales by 200%.