The Challenge
vivo, one of China’s leading mobile technology brands, faced the challenge of strengthening its presence and positioning in Latin America—a diverse and highly competitive region often referred to locally as the ‘smartphone wars’. With operations in key markets such as Mexico, Colombia, Chile, and Peru, and expansion plans into new territories like Panama, the brand needed more than visibility: it required a coherent, adaptable narrative aligned with its global vision.
The challenge was not only to gain local recognition, but also to maintain a clear strategic line from vivo LATAM that could unify brand messaging and coordinate actions across countries with different cultural and media dynamics. This involved generating core content to guide regional efforts and ensuring synchronized execution of campaigns, activations, and PR initiatives.
The Work
To meet this regional challenge, Dialogue designed and implemented an integrated communications strategy that aligned the brand’s efforts across Latin America, ensuring vivo LATAM's messaging remained coherent while maintaining local relevance and respecting each country’s cultural and media particularities.
Regional coordination was key: initiatives were led by vivo LATAM and consistently executed in each market, ensuring a clear, strategic communication approach aligned with the brand’s global priorities.
We developed core editorial content for the entire region, allowing us to build a unified narrative that could be adapted by each local team based on their context and needs.
Dialogue led the organization and coordination of high-value experiences with Latin American media and influencers including the FIFA World Cup in Qatar and the UEFA Euro 2024—where vivo was an official sponsor—as well as an exclusive visit to ZEISS headquarters in Germany to deepen the narrative around the mobile photography alliance and support the launch of the V50 Series. We also brought regional media to Colombia for the launch of the V40 Series, strengthening the brand’s direct connection and generating strategic coverage in high-impact outlets.
In Panama, where vivo was entering the market, we led positioning efforts from day one—arranging relationship-building meetings with the media and working with influencers through product reviews and content creation for the V50 launch. Simultaneously, in Colombia, Peru, and Chile, we activated campaigns with content creators to promote the arrival of the Y39.
These efforts helped connect the brand with new audiences and build a strong presence on social media. Additionally, we implemented a regional loyalty tactic by sending personalized year-end gifts to media and influencers across key countries—reinforcing relationships and brand visibility.
The Results
The regional strategy led by Dialogue enabled vivo to consolidate its presence in Latin America through unified communication that remained locally relevant in each market. We achieved consistent media coverage in key technology, lifestyle, and business outlets, aligning vivo LATAM’s messaging with local priorities.
In Panama, the market entry was a success with high earned media exposure and influencer buzz thanks to proactive and relevant PR pitches and influencer efforts.
Personalized actions—such as the year-end gifts and exclusive experiences—significantly contributed to strengthening brand love. This case has become a benchmark for the Chinese brand of effective regional coordination, maintaining a coherent narrative across Latin America while allowing for local flexibility.
Additionally, international media and influencer experiences generated high-impact results:
The UEFA Euro 2024 trip achieved over 51 million in reach with 101 publications, while the visit to ZEISS headquarters in Germany generated 133 million in reach and 95 publications.