A relatively new entrant in Pakistan’s mobile devices market, Rivo has come up with an advertisement that showcases its mobile device, Sapphire S625, in particular highlighting the devices’ high powered battery. The ad features school going children in a well choreographed setting attempting to capture the audience’s attention by creating a high energy environment which the ad later seeks to link with Sapphire S625’s long lasting and powerful battery. The headline delivery in this ad is very well done, cuts through the clutter, is relevant to the mobile device and goes well with the overall ‘high powered’ and ‘active’ tone of the ad.
Rivo Sapphire S625 TVC
The use of children instead of the usual ‘girl & boy’ gives the ad its uniqueness however, this ad does not score high in originality and creativity. It seeks to capture the audience’s attention by offering the same choreographed dance performances that is seen in most of Pakistan’s advertisements. It should however be noted that keeping in mind the target audience of Rivo in this particular ad, which is on the lower end of the spectrum of mobile device users, creativity is not a priority.
An advertisement is of no use if the brand as well as the benefit it offers, is not remembered by the audience after watching the advertisement. This ad is successful in this regard since the headline is positioned at the end of the advertisement. It does not bore the audience by naming common features instead focuses on a single aspect of the phone which is the high powered and long lasting battery life that gives the Rivo Sapphire S625 an edge over its competitors.
Rivo Sapphire S625 TVC is a smart and effective advertisement and successfully reaches out to its target audience.