Late June saw OPPO roll out its third activation programme as the official smartphone partner of Wimbledon which was collectively called ‘Play With Heart’ and which aimed to both boost global brand awareness and promote its new FIND X3 smartphone range through TV and online spots, onsite immersive experiences, pop-ups, competitions and a combined workshop event and exhibition.
On 29 June OPPO launched the core phase of its integrated global Wimbledon 2021 activation programme led by a pair of spots running across television and digital leveraging its AELTC partnership: a brand spot called ‘Greatness Is All In The Detail’ and an ad called ‘Dreamcourt’ promoting the company’s FIND X3 series, launched across its social channels on 29 June in 30- and 15-seconds versions.
The two commercials build upon a set of parallel activations which began in early June when the sponsor ran a social media based Wimbledon ticket competition called #OPPOCaptureCrew, continued with its #OPPOxWimbledon21 #shotonOPPO fan-created tournament photo competition and which also included a pop-up screening in the centre of London.
Win your way into @Wimbledon! Enter the photo editing competition at https://t.co/XOul9yDN1W, and you could win 1 of 12 pairs of tickets to be part of the #OPPOCaptureCrew this year, where you’ll be snapping away on your all-new OPPO Find X3 Neo.
T&Cs apply. #OPPOxWimbledon21 pic.twitter.com/nztPSgFOga— OPPO UK (@OPPOMobileUK) June 8, 2021
The pop-up screening was held from 1 to 3 July at The Scoop’s sunken outdoor amphitheatre in the centre of London near Tower Bridge.
While on-site at the All England Club itself, those attending the tournament in person could also take part in an immersive, slow-motion studio experience to create their own tennis moment.
A further strand of the smartphone company’s campaign was a media event and exhibition called ‘Courting the Colour’ held in harness with Getty Images which reawakened the colour of old iconic tournament photographs and retold stories behind each of the photographs featured and showcased the brand’s new Find X3 range
This initiative was inspired by ‘the belief that compassionate technology can help inspire vivid emotions’ and OPPO said that the collection aimed to ‘highlight powerful tennis stories that still reverberate in our times today’.
The collection was unveiled physically and virtually at a workshop in London where OPPO UK MD Kevin Cho was joined by guests and ambassadors (including AELTC Commercial and Media director Mick Desmond, former tennis star Greg Rusedski, sports broadcaster Andrew Cotter and fashion icon Caroline Issa) at an event which aimed to ignite excitement ahead of the return of the tournament.
Led by a workshop, the panel unpacked themes within the collection, covering pivotal moments in tennis history regarding race, gender and fashion. The workshop also exhibited the emotive collection, and a hands-on experience with OPPO’s flagship product of the year – the OPPO Find X3 Pro.
The collection of seven images features the first Black tennis players to win Wimbledon, Althea Gibson and Arthur Ashe, while, images of Suzanne Lenglen, Helen Jacobs, and Fred Perry are also showcased in the exhibition.
Celebrating the return of @Wimbledon, we've partnered with @GettyImages to recolour images exploring significant moments and individuals that shaped not only the sport, but wider society. See what they would look like now #PlayWithHeart
— OPPO (@oppo) June 28, 2021
“Althea Gibson is an iconic figure being the first African American woman ever to have won the Championships,” said Greg Rusedski, who was present at the media event to unveil the exhibition. “To win Wimbledon in the manner and style of tennis she played was incredible, and it’s great to see her story brought to life in a way never before seen as she not only drew more fans to the game but brought equality and diversity to tennis.
The various phases of the brand’s ‘Play With Heart’ 2021 activation programme were all linked by the umbrella title hashtag #OPPOxWimbledon21.
Do you play with heart like @SuperSaf? Use #PlayWithHeart and share with us a clip of your best tennis shot to get a chance to become one of the players in our upcoming video celebrating passion for tennis. #shotonOPPO
— OPPO (@oppo) June 29, 2021
We are the Official Partner of @Wimbledon, exploring the emotional side of the champion’s journey on the world’s most famous grass. #PlayWithHeart #OPPOxWimbledon21
— OPPO (@oppo) June 25, 2021
Ready to #PlayWithHeart. Are you?#shotonOPPO #OPPOxWimbledon21 pic.twitter.com/Nx1vvQ0yYx
— OPPO India Plug (@OPPOplugIN) June 27, 2021
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