The “TOO COOL TO STOP” campaign for vivo’s V25 series in Vietnam leverages the appeal of cutting-edge technology paired with cultural relevance to position the smartphone as an essential tool for capturing dynamic, stylish moments. By featuring Japanese AI influencer Imma alongside local influencers, the campaign bridges virtual innovation and real-life experience, emphasizing vivo V25 Pro’s advanced camera capabilities and multitasking functions as instrumental in seizing and sharing “the coolest moments” seamlessly. This proposition highlights vivo not just as a smartphone brand but as an enabler of lifestyle expression and digital creativity, reinforcing its role in helping users document and amplify their individuality in a digitally connected environment.
Strategically, the campaign taps into the growing fascination with virtual influencers and the digital-native younger audience in Vietnam who value authenticity, trendiness, and technological sophistication. By introducing Imma—a virtual figure meeting real influencers—the campaign addresses the intersection of emerging digital culture and everyday social experiences, making the high-tech features relatable and aspirational. The narrative approach, showcasing immersive and varied urban experiences, aligns with Vietnamese consumers’ desires for self-expression and social connection mediated through technology. The collaboration between physical and virtual personalities and the careful coordination regarding image rights also reflects a nuanced understanding of brand safety and content quality in influencer marketing. Overall, the campaign situates vivo as a forward-thinking and culturally attuned brand, leveraging a creative angle that connects technology with lifestyle aspirations to engage a digitally savvy, trend-conscious market segment.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers around Japanese AI influencer Imma and local Vietnamese influencers, both of whom are high-profile personalities leveraged to enhance brand recall and drive engagement. Rather than focusing on a direct problem/solution or a traditional story arc, the narrative unfolds as these celebrities explore and experience life’s “coolest moments,” seamlessly integrating the vivo V25 Pro as their constant, empowering companion. Their presence—Imma’s first appearance in Vietnam and the involvement of recognized local influencers—positions them as aspirational figures and brand ambassadors, making their celebrity status the primary creative device propelling the communication. The narrative is less about solving a specific problem or telling a singular story with a resolution, and more about showcasing the product’s capabilities through the association and lifestyle of well-known personalities, aligning perfectly with the “Ongoing Characters or Celebrities” format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Samsung – Market Positioning
Samsung positions itself as a premium and innovative leader in the smartphone market, offering a wide range of devices from budget to flagship models. Known for cutting-edge technology, superior displays, and robust ecosystem integration, Samsung emphasizes reliability and versatility, appealing to both tech-savvy users and mainstream consumers.
2. Apple – Market Positioning
Apple commands the high-end segment with its emphasis on seamless user experience, strong ecosystem connectivity, and premium design. The brand differentiates itself through its iOS platform, focus on privacy, and consistent innovation, attracting loyal customers who prioritize brand prestige and integrated hardware-software solutions.
3. Xiaomi – Market Positioning
Xiaomi adopts a value-for-money strategy, delivering feature-rich smartphones with competitive specs at affordable prices. It appeals to cost-conscious consumers who seek advanced technology such as high-resolution cameras and fast processors without paying a premium, while building a strong community through online engagement and smart ecosystem products.
4. Oppo – Market Positioning
Oppo is known for its camera-centric innovations and stylish design, targeting young, trend-conscious consumers. The brand emphasizes superior mobile photography, fast charging technologies, and youth-focused marketing, positioning itself as a trendy, aspirational choice within the mid-to-high smartphone segment.
5. Realme – Market Positioning
Realme focuses on delivering high performance at aggressive prices, appealing primarily to young consumers and first-time smartphone buyers. The brand leverages online sales channels and emphasizes long battery life, fast charging, and gaming capabilities, positioning itself as a disruptor in the affordable-to-mid-range market with a fresh, energetic image.
Q: What is “TOO COOL TO STOP” about?
A: “TOO COOL TO STOP” is a 2022 campaign created by ZEE Agency for Vivo in Vietnam to launch the V25 series smartphone. The campaign centers on Japanese AI influencer Imma’s first visit to Vietnam, where she joins local influencers Đoàn Văn Hậu and Mie in a journey to discover life’s coolest moments. Through a series of vibrant urban experiences, the campaign highlights the Vivo V25 Pro’s advanced camera and multitasking features as essential tools for capturing and sharing dynamic, stylish moments. The narrative positions the smartphone as an enabler of digital creativity and lifestyle expression for a trend-conscious Vietnamese audience.
Q: What creative device does “TOO COOL TO STOP” use?
A: “TOO COOL TO STOP” employs the Ongoing Characters or Celebrities format, as classified by Clapboard’s 12-format taxonomy. The campaign leverages the star power of Japanese AI influencer Imma and prominent Vietnamese personalities, using their recurring presence to drive brand recall and audience engagement. Rather than following a traditional problem-solution structure, the narrative unfolds through the influencers’ shared experiences, with the Vivo V25 Pro seamlessly integrated as their constant companion. This approach aligns the product with aspirational lifestyles and underscores the campaign’s celebrity-driven creative device.
Q: What is the campaign proposition for “TOO COOL TO STOP”?
A: The strategic proposition of “TOO COOL TO STOP” is to position Vivo as a culturally relevant and technologically advanced brand that empowers users to capture and share their most stylish, authentic moments. By featuring both a virtual influencer and local personalities, the campaign speaks directly to Vietnam’s digitally native, trend-driven youth, who value innovation and self-expression. The campaign’s message emphasizes the Vivo V25 Pro’s superior camera and multitasking capabilities, making high-tech features relatable and aspirational in the context of everyday social experiences and digital creativity.
Q: How does “TOO COOL TO STOP” rank in Clapboard’s archive?
A: In Clapboard’s global ad archive, “TOO COOL TO STOP” holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the electronics and smartphone market in Vietnam.
Q: Who are the competitors in Vivo's category?
A: In the smartphone category, Vivo competes with several major brands: Samsung is recognized for its premium positioning and technological innovation across a broad device range; Apple commands the high-end segment with a focus on seamless user experience and strong ecosystem integration; Xiaomi appeals to value-driven consumers with feature-rich devices at accessible prices; Oppo targets young, style-conscious users with camera-centric innovations and trendy design; and Realme positions itself as a disruptor, offering high performance and gaming capabilities at aggressive price points for a youthful audience.
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