JOVI Mobile · 2026
One photo, 200 million details
The JOVI V70 launch taken inside the concert, with funk as its territory.
- Client
- JOVI Mobile
- Year
- 2026
- Market
- Brazil
- Disciplines
- Launch · Brand · PR
Problem
Launch the V70, successor to the V50, in a category dominated by giants. The main argument was technical (a 200 MP camera and a 7,000 mAh battery), and the audience was full-time students: people who spend the whole day away from home, want their personal style to be noticed and use their phone to express themselves.
Insight
Funk is the most-listened-to genre among Gen Z, with 50% preference in that age group against 35% for sertanejo. And JOVI’s earlier partnership with MC Hariel had already driven +24% ad memorability. To prove 200 million details, the camera had to be where this audience lives the moments it wants to keep: at the show.
Solution
An integrated plan with a single message, "One photo, 200 million details". MC Hariel stayed on as ambassador, with a campaign film and a sponsored tour in the first quarter. Around it: the Camping das Minas project to discover new female voices in funk, a university talent contest, LED boards at the Brazilian national team friendlies against France and Croatia, and a launch event at Casa Fasano for 151 guests, 86% of them journalists and creators.
Creative execution
LED boards at the Brazilian national team friendlies
Stills from the film with MC Hariel
Results
Partial read from April 2026, with the campaign still live and the main film entering its heaviest media phase.
Source: V70 Launch Partial-review Report (Apr/2026): PR and social listening, Google Trends, GA4, guest survey at the event.