Vivo drops a beat with local artists to attract Malaysian Chinese market

Technology company Vivo Malaysia has collaborated with local music record label, Ban Huat, to release a new song titled "On Track". The song was produced by two Malaysian artistes, Dato' Maw and Jay Wang, and aims to appeal to the Malaysian Chinese market. A music video for "On Track" was also released, and showed the two artistes touring around Penang while using Vivo's product, Vivo S1 Pro, in the video.

The video was uploaded on Ban Huat's YouTube channel on 7 February and has garnered 12,382 views at the time of writing. 

Maw said Vivo Malaysia gave both Wang and him full control on the creative side of the music and visual production, which he found "groundbreaking". He added that by giving them full creative control, it reflects on Vivo S1 Pro’s motto to "go with the flow and be true to yourselves without someone telling you how".

Vivo Malaysia said through this campaign, it looks to motivate Malaysian youths to explore their own style, and spread the message that "everybody needs to a take new step every day in order to move forward in every cornerstone of life". In a statement to A+M, Vivo Malaysia's spokesperson said the campaign is targeted at the Millennials and Gen Z, aged 15 to 35 years old. She also said the company chose to collaborate with Ban Huat as it saw a great influence in how Ban Huat connects with its audience on integrity, maturity, grit, passion and diversity, and hope these values will resonate with its young Vivo audience. 

Additionally, Vivo Malaysia also partnered with local streetwear label TNTCO to release a limited edition streetwear clothing that combines the unique design of S1 Pro. According to the technology company, it chose to work with TNTCO as the streetwear label caters to young and stylish audience, which meets the core value of Vivo S1 Pro. 

Vivo Malaysia and TNTCO hosted a giveaway contest to fans with the #vivoXTNTCO limited edition t-shirt of S1 Pro, which served as a loyalty giveback reward for their fans. The two companies offered deals for Vivo smartphone users as well, where users will be able to purchase TNTCO products at a discounted price. Vivo Malaysia's spokesperson also said it will be promoting the collection on its Facebook and Instagram page.

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Last year in February, Vivo Malaysia was ranked second in the list of "Most loved brands on Facebook in Malaysia". According to the report by Socialbakers, the company had 6,514,169 interactions on Facebook and 91,069 love reactions. In July 2019, Vivo Malaysia also made it to the top 10 list of most engaging brands in Malaysia, ranking eighth position in Socialbaker's report. Vivo Malaysia was the only electronics brands in Malaysia that made it to the top 10 list.

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