From work to entertainment, it’s true that technology has been an enabler in many aspects of our lives – but it does come with its own set of drawbacks. Excessive usage of smartphones has a direct impact on human relationships, including that of spouses. In the new era of easily accessible technology, this is a new challenge modern couples are forced to encounter.
vivo is back with the fourth edition of its ‘Switch Off’ campaign, and this time the brand is urging couples to take a step back from their phones and prioritise time with loved ones.
Here is a beautiful brand film that captures the essence of the heart-touching campaign:
First, the research
vivo conducted a study titled, ‘Impact of Smartphones on Human Relationships 2022’ and the findings were startling:
- 88% of married Indians believe that excessive smartphone use is weakening their marriages
- On an average, couples spend 4.7 hours on their phones on a daily basis
Amidst the clutter of ads promoting smartphones and technology, vivo encourages a truly refreshing exercise: Switch Off.
Next, identifying the problem
Year after year, they focus on quantifying an issue and putting forward a suitable solution. With human relationships as the central theme of their research, vivo has done a splendid job of positioning itself as a ‘brand that cares’.
This time around, the campaign highlighted an important insight: over-exposure to technology is compromising our quality of life, our behaviour, and our connection with other humans.
The brand film emphasises how even though couples may be physically present with one another, mentally they are somewhere else. The point is conveyed when the wife takes to writing her spouse an email to update him on her sickness – and just like the husband, the audience too is taken aback for a moment.
Thought-provoking, isn’t it?
Lastly, the meaning of the message
vivo took up the responsibility of sensitizing users, especially married couples. The campaign urges them to use technology in a way that brings people closer together rather than creating distance.
With an intention to ‘create an act, not an ad’ – the brand campaign was well thought out, executed brilliantly, and impactful in reaching out to and resonating with its audience.
