Overview

For many of the millions who tuned in or turned up to watch the 2018 FIFA World Cup Russia, action on the pitch was accompanied by something new – their first encounter with vivo, the tournament’s official smartphone brand.

vivo uses sporting event partnerships to steadily build a brand profile outside their home market in China. The World Cup, however, would truly catapult the brand to a global stage. The physical centrepiece of its presence was a booth located at Luzhniki Stadium in Moscow.

Designed, fabricated and managed by Pico, the structure needed to both catch the attention of tens of thousands of visitors and give a lasting impression of vivo values. Other requirements included a 100 sq. m. floor area, and the ability to shrug off volatile Russian weather for a whole month.

Those who wandered closer could interact with LED touchscreens in each of the booth’s corner pillars to use functions like instant photo printing. The more curious could enter the booth and continue their vivo journey via a branding wall and a product experience area, the latter featuring a full range of sample phones.