Vivo's Too Cool To Stop campaign by ZEE Agency brought Japanese AI influencer Imma to Vietnam for the first time to launch the V25 Pro smartphone in November
Vivo Brings Virtual Influencer Imma to Vietnam in Too Cool To Stop
Vivo's "Too Cool To Stop" campaign marks the first appearance of Japanese AI influencer Imma in Vietnam, produced by ZEE Agency in November 2022 to launch the V25 series smartphone lineup, including the V25 Pro, by positioning the device as the ultimate tool for capturing life's coolest moments.
The campaign centres on a simple but resonant premise. Imma — recognised internationally as one of the most prominent virtual influencers produced in Japan — travels across Vietnam alongside two local real-life influencers, Đoàn Văn Hậu and Mie, in a collective search for "the coolest moment in life." The trio moves through a series of vibrant, visually rich experiences around town, with the vivo V25 Pro functioning throughout as the narrative device that captures, documents, and amplifies those moments. The tagline "Too Cool To Stop" — a rough translation of the Vietnamese phrase "Cuốn Không Thể Cản" — encapsulates both the product's multitasking and camera capabilities and the energy of the influencer trio driving the story forward.
In the Vietnamese market, the campaign arrived during the V25 series pre-order window, running from 15 to 21 November 2022, with purchasers offered a complimentary set of vivo TWS Air earphones as an incentive. The electronic devices category was under significant pressure in this period, with global smartphone shipments declining sharply across 2022, according to IDC. The campaign's ambition, then, was not simply to sell a handset but to bring vivo and the concept of virtual beings meaningfully closer to Vietnamese consumers — a goal that placed creative storytelling at the centre of the product launch strategy. The Clapboard Score for this campaign is 63 out of 100, reflecting solid cultural ambition tempered by execution constraints common to influencer-led product films.
Vivo announced Imma as its first virtual brand ambassador in Asia on 26 September 2022, according to reporting by Marketing Interactive. That decision established the strategic architecture for "Too Cool To Stop" well before production began. By anchoring the V25 series launch to a figure who exists at the intersection of technology, aesthetics, and digital culture, vivo communicated something about the product itself: the V25 Pro is a device for people who live at that same intersection.
Nguyễn Thu Huyền, Marketing Director of vivo Vietnam, articulated the rationale clearly, as reported by brandsvietnam.com: the Imma partnership was designed to combine the virtual influencer's distinctive personality with the V25 camera system, helping users understand how the device could enable them to create equally distinctive images. The logic is commercially coherent. In Vietnam, smartphone consumption among younger, digitally connected demographics is high, and the influencer economy — both virtual and human — carries measurable purchase intent weight in that segment.
The global smartphone market provided a challenging backdrop. According to IDC, global smartphone shipments in 2022 totalled approximately 1.2 billion units, representing the largest annual contraction in IDC's reported smartphone series, driven by inflation, weakening consumer demand, and supply-chain disruption. In that environment, standing out at launch required more than specification marketing. Vivo's principal competitors in the Vietnamese mid-range segment — Samsung and OPPO — were similarly competing for the same digitally engaged youth audience, making the distinctiveness of a virtual influencer partnership a strategic differentiator rather than a novelty. ZEE Agency's decision to pair Imma with established local names Đoàn Văn Hậu and Mie also grounded the campaign in cultural familiarity, ensuring the virtual concept landed with audiences who might otherwise have found it alienating.
ZEE Agency produced "Too Cool To Stop" as a content and film campaign, with 5AM Productions serving as the production house. The core creative challenge was one that few campaigns had tackled in Vietnam at this scale: integrating a fully virtual character — Imma — into live-action footage alongside human talent, in real locations, in a way that felt seamless rather than artificial.
That challenge demanded an unusually disciplined production process. As documented in the campaign's own records, the team coordinated flexibly but professionally across the brand, the production house, and both virtual and physical influencers, adhering to strict image rights stipulations from Imma's management team. Those rights requirements are not incidental: Imma's visual identity is tightly controlled by her creators, and any deviation in how she is rendered or positioned could constitute a breach. Delivering what the brief describes as "the cleanest shots" under those constraints speaks to the technical rigour the production demanded.
Creatively, the film follows a momentum-driven structure. The narrative does not pause to explain what Imma is or why she is in Vietnam — it simply places her there, in motion, participating. That choice is consistent with the campaign's broader philosophy: the coolest thing about cool is that it does not require justification. The vivo V25 Pro appears throughout not as the subject of the film but as its instrument, the device through which experiences are captured and shared. This approach aligns the product with the act of creation rather than passive consumption, which is a more durable brand positioning for a camera-forward smartphone in a competitive electronics market. Production credits beyond 5AM Productions and the named influencers are not publicly documented for this campaign.
The "Too Cool To Stop" campaign generated measurable commercial and social outcomes in Vietnam following its November 2022 launch. According to data associated with the V25 series strategy, the campaign and broader launch effort reached more than 32 million consumers across online and offline touchpoints. Within the V25 series period — covering the V25e, V25 5G, and V25 Pro — approximately 1.2 million consumers purchased products, according to the same source. Those figures indicate meaningful conversion at scale for a mid-range smartphone launch in a contracting global market.
Operational efficiency also improved materially. Campaign costs were optimised by approximately 15 percent compared to prior benchmarks, according to available reporting. Consumer engagement was rapid: the campaign generated nearly 500 consumer feedback submissions within a single week of launch, per the same data. On social listening metrics, the vivo V25 Pro reached the top ten on Buzzmetrics during its launch month, according to that platform's rankings, a signal of strong earned conversation in the Vietnamese digital market.
The film itself accumulated 281,726 views and 29 likes on its primary video platform, as recorded in the campaign submission. No verified awards for "Too Cool To Stop" have been confirmed across Cannes Lions, Effies, One Show, D&AD, Clios, the Webby Awards, or WARC. Structurally, the campaign's effectiveness rests on a durable combination: a culturally novel asset in Imma's first Vietnam appearance, a local influencer pairing that provided audience familiarity, and product integration that served the narrative rather than interrupting it — a formula that the commercial metrics suggest resonated with Vietnamese audiences in a meaningful way.
Vivo's Too Cool To Stop campaign launched the V25 series smartphone in Vietnam in November 2022. Created by ZEE Agency, it features Japanese virtual influencer Imma exploring Vietnam alongside local influencers Đoàn Văn Hậu and Mie, showcasing the V25 Pro's camera and multitasking capabilities through a lifestyle-driven film narrative.
Imma is a Japanese AI virtual influencer known internationally for her distinctive visual identity. Vivo announced her as its first virtual brand ambassador in Asia on 26 September 2022, according to marketing-interactive.com. Her partnership with the V25 series was designed to link her creative personality with the smartphone's camera capabilities for Vietnamese audiences.
ZEE Agency created the Too Cool To Stop campaign for vivo in Vietnam, with 5AM Productions serving as the production house. The campaign was published in November 2022 and represents a continuation of ZEE Agency's working relationship with vivo in the Vietnamese market, which dates to at least the 2019 X50 launch.
The V25 series campaign reached more than 32 million consumers across online and offline channels, according to available campaign data. Approximately 1.2 million consumers purchased products during the V25 series period, campaign costs were optimised by around 15 percent, and the V25 Pro reached the top ten on Buzzmetrics during its launch month.
Vivo's Too Cool To Stop campaign receives a Clapboard Score of 63 out of 100. The score reflects the campaign's cultural ambition — particularly its pioneering use of a virtual influencer in Vietnam — balanced against execution constraints typical of influencer-led product films in the electronic devices category.
ZEE Agency coordinated closely with vivo, production house 5AM Productions, and Imma's management team to meet strict image rights requirements governing the virtual influencer's appearance. The team prioritised clean, seamless integration of Imma into live-action footage shot on location in Vietnam, ensuring the final film met both creative and legal standards.
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