November 9, 2023
In the dynamic world of smartphone design, vivo has been a trailblazer, redefining consumer interactions through innovative approaches. Since we entered the India market in 2014, the emphasis on brand visibility was evident in every aspect of our marketing collateral, creating a strong presence that resonated with consumers.
Join us as we gather insights from Nagasai Adama, Creative Marketing Team, vivo India on vivo's captivating design philosophy. From building brand awareness to crafting experiences that resonate with users, this journey is a testament to the power of consumer-centric design.
Q. Could you give us a brief overview of vivo's journey in the world of design, and how it has evolved over the years?
We began in 2014 with a clear goal: build brand awareness. Our focus was on extensive use of brand elements, from logo to colors, establishing vivo in the Indian smartphone industry.
As brand awareness peaked, we shifted our focus to product marketing. We segmented consumers for X, V, Y, T series, tailoring visual styles based on demographics and values. This helped us build strong associations, particularly for V and Y series.
Throughout our journey our mantra remained the same: design for the people, not just the brand. Whether products, campaigns, or stores, it's all about enhancing user experiences.
Throughout our journey our mantra remained the same: design for the people, not just the brand.
Their preferences shaped our creations, ensuring resonance with our audience. So essentially, we saw a shift from building brand awareness in the initial years to product marketing, all the while keeping the consumers at the core of our design strategy.
Q. The pandemic brought about a seismic shift in consumer behavior. How did vivo adapt its design aesthetic and strategy to align with this new reality?
The pandemic forced us to pivot swiftly. Retail, once a stronghold, took a hit during lockdown and we had to revamp our strategies to suit the new reality.
The shift saw a significant surge in digital marketing, focusing on online sales and safety. Health messaging became paramount and digital channels and E-commerce took center stage. It was then when we crafted social media posts emphasizing safety, social distancing, and contactless delivery.
Omnichannel marketing became key, seamlessly integrating creative strategies. The pandemic not only reinforced consumer-centricity, but made it stronger. During this time, our approach shifted from hard-selling to a more empathetic, humane aesthetic.
Q. Could you elaborate on how vivo has transformed its customer service centers and exclusive store designs over the years?
Customer service centers have seen a significant expansion in the last three years, prioritizing an enhanced experience for our customers.
Our exclusive stores have also grown impressively, now numbering over around 650. Yet, it's not just about quantity; quality matters. We've upgraded fixtures and design, from SI 2.0 to SI 3.5 Pro, and revamped the overall aesthetic of vivo stores in General Trade (GT), Modern Trade (MT) and exclusive channels, giving a premium look and feel using only the best materials.
The buck doesn’t stop here - our in-store props are designed for impact and interaction. Vibrant colors, dynamic lighting, and creative shapes create an immersive shopping experience.
Q. The shift from quantity to quality in store design is a significant move. Could you shed light on the meticulous process of choosing materials and ensuring consistency across all vivo stores in India?
Consistency across all vivo stores nationwide is crucial to upholding our premium brand image. This means meticulous vendor selection for top-notch materials and design processes.
We've taken it a step further with our in-house Supply Quality Engineer team. They focus on rigorous assessment and quality checks, especially for technical and electrical components in our store designs.
Consistency across all vivo stores nationwide is crucial to upholding our premium brand image.
Q. Let’s talk about the power of brand positioning now. In 2020, vivo introduced the brand positioning of 'Live the Joy'. How has this ideology influenced your design strategy and connected with consumers?
'Live the Joy' has been transformative. It became the driving force behind all our campaigns, infusing our designs with a sense of individuality and authenticity. We aimed to create designs that forge deep emotional connections with our consumers. Through this journey, we've been able to stand true to our commitment as a creative team - designing for the people, rather than just the brand.
'Live the Joy' has been transformative. It became the driving force behind all our campaigns, infusing our designs with a sense of individuality and authenticity. We aimed to create designs that forge deep emotional connections with our consumers.
Nagasai Adama,
Creative Marketing Team, vivo India
Q. It's clear that vivo's approach to design is deeply rooted in understanding and connecting with the consumers. Before we wrap up, is there anything else you'd like to share about the future of design at vivo?
Design at vivo will continue to evolve as we keep growing and adjust to new technologies and design trends.
What will remain constant is our commitment to user-centric design, bespoke content, and strengthening our ‘Live the Joy’ ethos. In the future, stay tuned for more engaging and immersive designs that cater to evolving consumer needs.
