Digital & Web
Vivo Easy – Performance
A family of key visuals for Brazil’s first mobile plan with its own app and credit card billing — creative variety for performance without losing brand consistency.
Context
Launched by Vivo between 2017 and 2018, Vivo Easy was the first Brazilian mobile plan with its own app and credit card billing — a product designed for a more digital, self-directed customer.
To stand out in a crowded market, the carrier needed a diverse performance campaign: many variations to test and optimise in media, all reinforcing the same visual identity.
What I did
While at Cadastra, I developed a series of key visuals that broadened the plan’s communication without diluting the brand. The pieces ran in digital media and out-of-home.
A note on context: 3 GB of data sounds small today, but at launch Vivo Easy was among the plans with the most data on the market — a central point of the communication.
