Smartphone company VIVO has launched its “Perfect Selfie, Perfect Ramadhan” VIVO V5s camera-phone campaign from communications partner Y&R Indonesia. According to Y&R, the spot, airing on TV and via social media, has attracted over five million views on YouTube.
The campaign depicts VIVO’s mascot Mini V helping people and brightening their day. After his confidence is shattered by a run-in with a vengeful gang, the neighbourhood rallies around, showing him a selfie that says ‘Kangen Mini-V’ (Miss you Mini-V) which encourages him to once more don his suit and bring cheer to the community.
Y&R Indonesia’s executive creative director, Yerry Indrajaya explained, “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 as the central character spreads kindness, and the community supports him when he needs them.”
Matthew Collier, CEO Y&R Indonesia, added, “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.”