JAKARTA – Smartphone giant VIVO has launched its ‘Perfect Selfie, Perfect Ramadhan’ VIVO V5s camera-phone campaign from communications partner Y&R Indonesia. The heartwarming spot, airing on TV and via social media, has already attracted over 5 million views on YouTube.
Lovable mascot ‘Mini V’ is a popular part of his neighbourhood, helping people and brightening everyone’s day with kindness, balloons and his trademark ‘moonwalk’ move. After his confidence is shattered by a rain-soaked run-in with a vengeful gang, the neighbours rally ‘round, showing him a selfie that says ‘Kangen Mini-V’ (Miss you Mini-V) which encourages him to don the suit once more and bring cheer to the community.
Explains Y&R Indonesia’s Executive Creative Director, Yerry Indrajaya, “Ramadhan in particular is a time for community, when people come together with friends and family to break fast and count their blessings. We tried to capture the spirit of Ramadhan in this TVC, that the central character spreads kindness, and the community supports him when he needs them.”
Added Matthew Collier, CEO Y&R Indonesia, “Since launch, the VIVO V5s cameraphone’s positioning has been about the ‘Perfect Selfie for the Perfect Moment’, so this idea extends well into Ramadhan, about capturing the Perfect Group Selfie at this special time of togetherness.”