While it stood as the world’s 5th biggest smartphone maker, Vivo’s name was hardly heard of outside of China. But this was all set to change through its sponsorship of the 2018 FIFA World Cup.

Drawing from Vivo’s belief that everyone deserves the most extraordinary experiences, Vivo decided to help fans all over the world enjoy a world cup like no other.

But the challenge was, how could a smartphone brand make the most exciting sporting event even more extraordinary this year?

Through extensive consumer research, we learnt that as exciting as the games were, many people, especially those from unqualified countries, felt distant from the most epic experience of World Cup. To them, the World Cup was an exciting event to watch afar but never one to participate in.

To elevate their World Cup experience, Vivo decided to engage everyone to become a part of this event.

'My Time' kicked off with a motivational brand film, where we saw different ‘ordinary’ characters utilising the different functions of Vivo smartphones to create their big moments at the World Cup, all strung seamlessly together via a stirring pre-game pep talk.

This was closely followed by a global search for the most passionate fans, where Vivo sent 150 of them from all over the world to pitch-side in Russia, each capturing and sharing their once-in-a-lifetime moments through the latest Vivo smartphone cameras.

Fans at home were not left out, with Vivo launching a global platform allowing fans to nominate and vote for their favourite music to be played at the stadium during all 64 matches through the Vivo DJ Show. The campaign then wrapped up with a memorable closing ceremony performance, showcasing the brand live to some 6 billion people who tuned in to watch.