Cannes Lions

VIVO

WUNDERMAN BRAZIL, Sao Paulo / VIVO / 2013

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Case Film
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Overview

Entries

Credits

Overview

Description

Vivo sponsors Campus Party, the event with the largest concentration of geeks in the world. To generate empathy with this audience, we created the #VivoMachine, a claw machine like any other, but different. alike, because the prize was a Vivo-boy plush toy. Different, because it was controlled by the audience’s most beloved device: the smartphone. From getting the token, paid for with a #VivoMachine tweet, to controlling the claw with the device, everything was done using a smartphone. It was a great success. The Vivo Machine was the most popular attraction at the Campus Party, making Vivo the most remembered brand at the event.

Execution

Vivo is one of the largest telecommunications company in Brazil. We wanted to present our services – cell phones, technology and Internet – all together and in a relevant way. Also, we wanted it to be in a way that only Vivo could deliver: interactive, innovative and fun. The claw machine just seemed perfect to fit all concepts and to give our target a new experience by combining smartphones, technology and social network.

Outcome

The Vivo Machine was the most popular attraction at Campus Party, with endless lines every day – people spontaneously posted pictures of their prizes on the most popular social networks. During the event, thanks to the Vivo Machine, Vivo was the brand most talked about on the social networks. And, invariably, the comments were positive. One might say that it was the first time in history that people had to wait in line to speak with a mobile operator, and still left saying positive things about the brand.

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