Vivo Tackles Smartphone Dependancy with Inventive Marketing campaign

Brazil’s largest telco, Vivo, has teamed up with Africa Inventive on a brand new marketing campaign tackling right now’s most pressing cultural points: our poisonous attachment to smartphones. Set to Olivia Rodrigo’s “jealousy, jealousy,” the emotionally charged spot reframes display screen dependancy as a dangerous relationship, drawing on stats that present practically half of Brazilian youth say social media is hurting their psychological well being.

Image source: Vivo — Picture supply Vivo

Vivo and Africa Inventive Launch “Poisonous Relationship” Marketing campaign on Smartphone Dependancy

The “Poisonous Relationship” marketing campaign makes use of Olivia Rodrigo’s 2021 hit music “jealousy, jealousy” to attract consideration to the psychological impression of extreme display screen time, significantly amongst youthful generations.

The marketing campaign responds to alarming statistics from the 2024 Psychological Well being Panorama, carried out by Instituto Cactus and AtlasIntel, which discovered that 40% of respondents report that likes and feedback on social media considerably have an effect on their vanity, a dependence on exterior validation, particularly prevalent amongst teenagers and younger adults. The identical examine reveals that 45% of Brazilians aged 15 to 29 really feel that intense social media use negatively impacts their psychological well being, contributing to elevated anxiousness and despair.

Brazil presently leads Latin America in anxiousness and despair circumstances, with the World Well being Organisation reporting that 5.8% of the nation’s inhabitants—roughly 11.7 million folks—undergo from despair. Moreover, analysis from VTrends, Vivo’s insights hub, reveals that 51% of individuals lose monitor of time whereas utilizing cell units.

“As expertise takes up an increasing number of house in our lives, we have to discover more healthy, extra balanced methods to interact with our cell telephones,” says Marina Daineze, Model and Communications Director at Vivo. “This can be a international and intergenerational situation, and as each an trade chief and a human-centred model, we imagine it’s important to foster this dialogue.”

“jealousy, jealousy” by Olivia Rodrigo Conjures up Vivo Marketing campaign

The marketing campaign’s centrepiece is a movie titled “Poisonous Relationship,” which portrays a younger girl so absorbed in her smartphone that she fails to note how the digital world is consuming her life.

Using Rodrigo’s “jealousy, jealousy” was chosen particularly for its lyrics about social media’s potential downsides in exacerbating emotional trauma in addition to for the pop star’s sturdy reference to Era Z. Taken collectively, the imagery and soundtrack function a robust metaphor for the unhealthy attachments many have developed with their units.

Vivo’s Dedication to Aware Expertise Utilization

Mariana Sá, Co-Chief Inventive Officer at Africa Inventive, emphasised the challenges posed by speedy technological developments. These developments have left numerous teams, together with mother and father, educators, regulators, teachers, and younger folks, struggling to grasp the results of a hyperconnected tradition. Sá highlighted the significance of manufacturers actively addressing these points by fostering discussions round expertise and vanity. She acknowledged that the marketing campaign goals to advertise reflection and encourage extra accountable selections whereas strategically positioning Vivo as a number one advocate for the aware use of expertise.

This initiative is a part of Vivo’s ongoing dedication to encouraging balanced expertise use. The telecommunications large has constantly taken a proactive stance on digital well-being, recognising its accountability as an trade chief to advertise more healthy relationships with expertise.

The “Poisonous Relationship” marketing campaign invitations shoppers to set boundaries with their smartphones and develop extra conscious digital habits. Vivo goals to spark significant conversations about expertise’s function in our lives and encourage customers to take management of their display screen time by means of this initiative.