How Vivo Hijacked Malaysia's Concert Boom To Win Back Imaging Leadership

The Malaysian smartphone market is a battleground, especially in the flagship tier. For Vivo, a brand once synonymous with superior imaging, the challenge was clear: reclaim lost ground and re-establish dominance with the launch of its premium X200 device.

This case study explores how Vivo, with the strategic partnership of Initiative, leveraged Malaysia’s exploding live music scene to not only meet but exceed sales targets and revitalize its brand image. This innovative approach earned them Gold award in the Branded Entertainment & Content category at the MSA Awards 2025.

Background

Vivo’s X200, priced above RM3,500, entered a fiercely competitive market dominated by Samsung and Oppo. Internal research highlighted two critical issues: a decline in Vivo’s perceived imaging superiority and a lack of relevance among younger, experience-driven Malaysians who are fueling the content creation boom. Simply claiming a “better camera” wouldn’t suffice. A strategic, culturally resonant approach was needed to rebuild brand credibility and capture the attention of the target audience.

Objectives

The primary objectives of the Vivo X200 campaign were to:

• Exceed flagship sales targets.
• Rebuild the brand’s association with superior imaging.
• Increase brand familiarity among 18–34-year-olds.
• Generate significant organic engagement and cultural buzz.

Strategy

The core insight was that 2024 was the year of live music in Malaysia. Concerts had become cultural moments, with Gen Z and younger millennials sharing their experiences on platforms like TikTok, YouTube Shorts, and Reels. The problem? Many phones struggled to capture these moments effectively, resulting in blurry zoom, poor low-light performance, and shaky footage.

The solution: Position the Vivo X200 as “The Ultimate Concert Camera”. Instead of traditional sponsorships, the strategy focused on embedding the device directly into the fan experience, capturing authentic moments and leveraging user-generated content.

The strategic pillars were:

1. Content-First: Showcase the X200’s capabilities by capturing real concert experiences.
2. Authentic Distribution: Partner with KOLs and fans to seed organic, social-first storytelling.
3. Cost-Smart Fame: Create a halo effect by capturing moments with global artists without incurring endorsement fees.

Execution

The campaign execution was multi-faceted and designed to maximize impact and authenticity:

• Mini-Launch Concert: A launch event featuring Priscilla Abby and COËX was shot entirely on the X200, showcasing its low-light and motion capture capabilities.
• Concert Guerrilla Activations: Key opinion leaders and publishers were equipped with the X200 at seven major concerts, including those of Imagine Dragons, The Script, Eric Chou, Taeyang, and Super Junior. They shared unfiltered, high-energy content live on TikTok, Reels, and Shorts, capturing the excitement and atmosphere of the events.
• FOMO-Driven Storytelling: The campaign tapped into fans’ desire to relive concert experiences, driving massive organic engagement and cultural talkability.
• Smart Spend: By capturing moments with artists rather than paying them for endorsements, the campaign maximized budget efficiency and enhanced credibility.

Results

The Vivo X200 campaign delivered impressive results across business, brand, and engagement metrics:

• Business: The X200 exceeded its flagship sales target by 16% (compared to the Vivo X100). The campaign also secured a Malaysia Book of Records title for “Most Participants in a Mobile Device Launching Event”, with 1,380 attendees.
• Brand: Association with “superior imaging” rebounded significantly, with an average of +56% in February 2025, and familiarity among 18–24-year-olds increased substantially, with an average of +104% in February 2025.
• Engagement: Concert content generated 8.9 million organic views, outperforming competitors’ presence, and an 8.7 million reach on TikTok and Meta. This reach demonstrated the campaign’s effectiveness in connecting with a targeted, music-loving audience through impactful, platform-specific content.

“This campaign was about more than just selling phones; it was about connecting with culture,” said Anwer Khan, Managing Director at Initiative. “By tapping into the passion and energy of Malaysia’s concert scene, we were able to create a truly authentic and impactful campaign that resonated with our target audience.”

According to Howard Pang, Brand Head, Vivo Malaysia, “The X200 launch was a pivotal moment for Vivo in Malaysia. Initiative took a consultative approach to truly understand our challenges and managed to craft a strategy that not only delivered exceptional results but also strengthened our brand’s connection with young Malaysians. We’re incredibly proud of what we’ve achieved together.”

By focusing on authentic cultural relevance and embedding the X200 into the heart of Malaysia’s concert boom, Vivo and Initiative not only drove sales but also redefined how a brand can launch a flagship phone in a hyper-competitive market. The campaign successfully reclaimed Vivo’s equity in imaging by making the X200 the device that captures music’s most emotional ‘highs’.