In recent years, the war before domestic mobile phones has become more and more fierce, and it has gone backwards for several years. At that time, the domestic mobile phone market was basically dominated by Apple and Samsung. Looking back at the current domestic mobile phone market, it basically belongs to the competition among domestic mobile phone manufacturers, and these brands are represented by oppo and vivo. At the beginning, more people were familiar with OPPO mobile phones. With great investment and efforts in advertising marketing, VIVO is now catching up with OPPO in a dark horse state. It turns out that so many advertisements have indeed brought good results. Vivo successfully squeezed into the top five in the domestic market last year. In addition to the drainage of advertisements, powerful offline channels played a role. The following explains in detail the reasons behind the success of VIVO advertising marketing.

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slogan

Advertising language plays a very important role in the success of advertising. Speaking of the slogan of oppo mobile phone, most people can blurt it out now, because the slogan of "charging for 5 minutes and talking for 2 hours" has really made great efforts and left a deep impression on the audience. Vivo, which came from behind, also made new attempts and choices in advertising marketing. Explosions series X series products make advertising words such as "be happy soon enough" and "light up your beauty" deeply rooted in people's hearts. This kind of advertising slogan has the same brainwashing offensive as "charging for five minutes and talking for two hours". When it comes to mobile phones with large memory front flash, they immediately think of vivo mobile phones.

Spokesman for a new generation of pop stars.

Previously, the spokesperson of X7 series was Song Joong Ki, a popular Korean Daewoo. Vivo defined Song Joong Ki as a "photo spokesperson". With the help of Song Joong Ki's personal image and influence, it vividly conveyed the product characteristics of vivo X7, and thoroughly penetrated the concept of "soft light selfie" in the process of interacting with young people. The spokesperson of X9 series invited Taiwan Province actor Eddie Peng Yuyan Yu Yan to speak for them. According to the report of vivo, because the influential people of Eddie Peng Yuyan Swift are concentrated in the first-and second-tier cities in China aged 20-39, they are young people who pursue individuality, and they are the target people with whom vivo hopes to communicate deeply and deepen brand interaction. At the same time, Eddie Peng Yuyan Swift is also a selfie lover, taking selfies everywhere, and filming with the crew members during the filming process. Therefore, vivo can not only convey what the brand wants to communicate with consumers with its inspirational image, but also let consumers have a deeper and more accurate understanding of vivo.

Find the right platform

During the Rio Olympic Games last year, vivo cooperated with Tencent. With a series of real-time updated activity videos being opened by the audience, the brand logo of vivo 7 and the brand slogan of "16 million soft light selfies to capture wonderful moments" are constantly coming into the audience's eyes. With only one advertisement, vivo 7 has achieved amazing results of Tencent's 654.38+00 billion exposure. On the eve of the popular contestant "Little Fresh Meat" in Ning Zetao, the vivo X7H5 advertisement featuring him exploded the circle of friends.