MAM
Vivo YouTube campaign saw better response using Vogon
MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign – ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer attention on YouTube.
With Vogon – the latest innovation on YouTube, Vivo overcame the challenge of playing relevant ads to viewers based on their content preference and history. The campaign was successfully amplified between 23 to 31 December, and garnered more than 60 million views, 80 per cent completion rate, 7.2 per cent lift in consideration, 8.5 per cent lift in purchase intent, 11.6 per cent lift in brand interest and 24.1 per cent lift in product interest.
Vogon is a tool to create dynamic videos that allow brands to dynamically embed text, audio or images within their videos to generate unlimited video variations – cutting down on efforts, costs, time, and planning. With Vogon, a different message can be shown to the user depending on the content the user is watching on YouTube.
Vivo India CMO Kenny Zeng says, “Vivo has always strived for innovation in all its aspects right from products to our marketing approach. With the launch of our new digital campaign, we aim to market Vivo V7 in a non-intrusive way to our consumers.”
Vivo executed this campaign by monitoring trends and the most popular categories and channels on YouTube for over 30 days. Vivo created over 550 individual ads featuring Ranveer Singh. These ads were dynamically curated based on identified keywords. For instance, a user searching for any movie trailer was served an ad showing Ranveer Singh in a casual atmosphere with a tub of popcorn in his hand, talking about how the trailer needs to be watched on a V7 Full View Display. If a user searched for a song, they were served with an ad that suggested that the song was best heard on V7 Hi-Fi music. This contextual streaming of ads brought in high amount of relevance that ensured viewers did not skip these ads – giving relevant visibility to Vivo V7.
WATConsult founder and CEO Rajiv Dingra adds, “The digital marketing world is evolving with newer advertising concepts being introduced every day. Today, consumers prefer relevant content which delivers the intended message quickly and with some quirk. The ViewTube campaign has rightfully delivered on the requirement of Vivo’s new age consumers.”
Brands
Disney Cruise Line launches Disney Adventure as Robert Downey Jr. christens ship in Singapore
Star studded ceremony marks line’s first Southeast Asia ship
SINGAPORE: Disney Cruise Line has officially welcomed its newest and largest ship, the Disney Adventure, with a glittering, music filled christening ceremony in Singapore, marking the brand’s first ever vessel to homeport in Southeast Asia.
Held inside the ship’s grand Walt Disney Theatre, the celebration unfolded as a theatrical spectacle worthy of Broadway. Regional vocalists and musicians were joined by a 23 piece orchestra, while sweeping video projections wrapped the stage in classic Disney, Pixar and Marvel moments. Special appearances from captain Mickey Mouse and captain Minnie Mouse added a touch of nautical charm.
Among the headline performers were Jed Madela, hollywood performing arts hall of fame inductee, and Dami Im, international recording artist known for Eurovision. Together, they led a soaring tribute to Disney’s musical legacy.
On stage to mark the milestone were Josh D’Amaro, chairman of disney experiences and incoming chief executive officer of The Walt Disney Company, and Joe Schott, president of disney signature experiences.
D’Amaro described the ship as a new chapter for the company in Asia, saying it would bring Disney storytelling to audiences who may be experiencing the brand’s magic for the first time.
The ceremonial highlight came from Hollywood star Robert Downey Jr., who serves as the ship’s godparent. With characteristic flair, he declared, “You bring the theme and I’ll bring the thunder,” before delivering the traditional blessing: “I christen thee, Disney Adventure, may God bless this ship and all who sail upon her.”
The ceremony closed with a jubilant rendition of “Let’s Set Sail”, a long standing Disney Cruise Line tradition designed to stir excitement for the voyages ahead.
Drawing on more than a century of storytelling from Disney, Pixar and Marvel, the Disney Adventure promises a floating world of fantasy. Guests can wander through seven immersive themed areas, including San Fransokyo Street inspired by Big Hero 6.
On board highlights include a brand new Broadway style musical titled Remember, immersive dining, signature fireworks at sea, imaginative children’s clubs and a vibrant collection of bars and lounges for adults. Thrill seekers can also take on Ironcycle Test Run, the cruise line’s first roller coaster at sea.
The Disney Adventure is the eighth ship in the fleet and sets sail on its maiden voyage on 10 March, launching an inaugural season of three and four night itineraries. It forms part of an ambitious expansion plan that will see five more ships join the fleet by 2031.
For Disney, the magic is no longer just on stage or screen. In Singapore, it now sails.
