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SUB CATEGORY :
FICTION & NON-FICTION FILM: 5-30 MINUTES
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ENTRANT COMPANY :
EURO RSCG ADVERTISING CO., LTD. SHANGHAI BRANCH, SHANGHAI
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TITLE :
CALL ME WHEN YOU NEED ME
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BRAND :
VIVO
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ADVERTISER :
VIVO
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AGENCY :
HAVAS CREATIVE, BEIJING
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CHAIRMAN :
KARL WU
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CHIEF EXECUTIVE OFFICER :
BEN SUN
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MANAGING DIRECTOR :
ZHAOZHOU ZHANG
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EXECUTIVE CREATIVE DIRECTOR :
SHANGYONG YANG
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CREATIVE DIRECTOR :
PENGBO WANG/FAN SHA
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ART DIRECTOR :
YIWEN WANG
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COPYWRITER :
YUN LIU
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AGENCY PRODUCER :
XIAOQIAN CHEN
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CLIENT SERVICE DIRECTOR :
CHENGUANG GONG
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STRATEGIC PLANNING DIRECTOR :
BIAO ZHANG
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FILM PRODUCTION COMPANY :
BEIJING SAN CHUAN MEDIA, BEIJING
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DIRECTOR :
SHUANG XIN
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POST-PRODUCTION COMPANY :
SHANGHAI XUYING CULTURAL COMMUNICATION, SHANGHAI/BEIJING BELIEF PROCESS TECHNOLOGY, BEIJING
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EDITOR :
YANG SONG/KAI JIN/RUNZHI WANG
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SPECIAL EFFECTS COMPANY :
NEW SPROUT ART CLUB TECHNOLOGY & CULTURE, BEIJING
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SOUND PRODUCTION COMPANY :
BEIJING ZHENSHI FILM PRODUCTION, BEIJING
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CAMPAIGN SUMMARY :
“Call Me When You Need Me” was created for vivo’s annual film program, pairing renowned directors with the latest vivo smartphones to create authentic, cinematic content.
The campaign’s objective was to showcase the superior imaging capabilities of the vivo X100 Ultra while creating a deep emotional connection with audiences through relatable storytelling.
Chinese society is shifting from distant, stoic fatherhood to a more present and expressive model. This insight inspired the film’s exploration of evolving father-son relationships across three generations.
Using the vivo X100 Ultra, the story highlights how technology fosters connection and emotional bonds, blending cultural relevance with product innovation.
The film premiered at the 2024 FIRST International Film Festival in China, showcasing vivo’s commitment to blending technology and storytelling. Within a week, it garnered over 400 million views, sparking widespread discussion and connecting emotionally with audiences, achieving both cultural relevance and brand resonance.
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CREATIVITY/IDEA/INSIGHT :
The creativity behind the campaign lay in blending cutting-edge technology with a universally relatable emotional story. Chinese society is experiencing a cultural shift from distant, stoic fatherhood to a more present and expressive model. This insight drove the idea of using the vivo X100 Ultra to document the subtle yet profound transformation of father-son relationships over three generations.
The film emphasized moments of quiet connection, reconciliation, and unspoken love, using vivo’s advanced imaging capabilities to enhance storytelling. By focusing on the human experience, vivo demonstrated that its technology is not just about innovation but also about enabling deeper connections.
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STRATEGY :
The campaign targeted a broad Chinese audience, particularly young families and tech-savvy consumers who value emotional storytelling and innovative products. In a competitive media landscape, vivo sought to stand out by focusing on cultural relevance and universal human experiences.
The strategy leveraged vivo’s annual film program, pairing renowned directors with the latest vivo smartphones to create authentic, cinematic content. This year’s collaboration with Xin Shuang added credibility and a distinct visual style. The content was distributed across major platforms like Weibo and video streaming sites, maximizing reach and engagement.
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EXECUTION :
The campaign launched with the film’s premiere on key digital platforms, supported by teaser content, behind-the-scenes footage, and interviews with Xin Shuang. vivo’s Weibo hashtags (#XinShuangCallMeWhenYouNeedMe, #VivoFilmHitsHard) drove conversations, sparking interest and trending within hours.
The timeline included a coordinated release strategy:
• Pre-launch: Teaser trailers and director-led interviews.
• Launch: Full film release across digital platforms and film festival.
• Post-launch: Social media engagement and media coverage.
The seamless integration of storytelling and technology ensured sustained audience attention.
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RESULT :
The film launched online and was later showcased at the 2024 FIRST International Film Festival. Call Me When You Need Me became the most-played film in vivo’s annual film program since its inception five years ago, garnering over 400 million views within a week. It sparked viral discussions across platforms like Weibo, with trending hashtags such as “The power of vivo’s blockbuster stays with you.” amplifying its visibility and audience engagement.
Highlighting vivo’s advanced imaging capabilities, the film elevated the brand’s position as a pioneer in emotionally resonant storytelling. It fostered positive sentiment, strengthened vivo’s image as a technology leader, and deepened its emotional connection with consumers.
By seamlessly blending heartfelt storytelling with innovative visuals, the campaign positioned vivo at the intersection of technology and humanity, achieving unparalleled brand awareness and cultural resonance.
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