ABOUT THE PROJECT
Creating a retail playground
A new landmark experience that re-affirmed the brand as vigorous, creative and technologically led amongst young Chinese consumers. We used the power of photography to tell their story of innovation and to show Vivo in a whole new light.
CHALLENGE
The industry-leading concept store consisted of a journey into the world of photography, delivering self-exploration, creativity and connection. We invited people to be curious and playful.
OUR IMPACT
- k
- WeChat Vivo accounts created in 30 days
- k
- interactions in one month
- 0%
- retention rate on digital interactions
- 0%
- conversion rate
THE OUTCOME
More than just a dark room
The ten interactive touchpoints were designed to elicit a sense of childlike wonder in the visitors. Including ‘Your Aura’, an intuitive installation welcoming new arrivals into the experience and ‘Take Me There’, an interactive space that recreated the magical golden hour from locations around the world.
The story behind the store
Vivo Lab exemplifies the bricks-and-mortar shift to deeper, multi-sensory experiences, innovatively fusing product engagement and sales activations.
Vivo’s ambition does not stop at being the world’s top smartphone manufacturer. We also want to be loved by the Chinese young people as an exciting brand.
Seon Hwang Senior Director Brand Strategy, Vivo
Vivo Lab is so much fun! The 2nd floor has a lot of exciting installations for visitors to engage with. My favourite is ‘Take Me Back’ where you can take photos using cameras produced in different years. This is definitely a cool new place to explore in the Sea World area.
Vivo Lab customer
VALUE
For the audience
Visitors to Vivo Lab were taken on a journey they’ll never forget. Over 500,000 interactions, they explored, experimented, learnt and created a lasting emotional connection with Vivo and its products, hence why there was an 80% retention rate on digital channels.
For the brand
Vivo re-established itself as a technological pioneer, prepared to take risks and try new things. The concept store provided brand awareness, resulting in 2000 WeChat Vivo accounts created in 30 days, and also drove conversions and sales with a 10% conversion rate.
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