UEFA partner OPPO worked with agency Sid Lee and ambassador Ricardo Kaká to activate around the 2023 Champions League Final with a campaign called ‘Make Your Miracle’.
The Chinese technology, telecoms and consumer electronics company rolled out a pre-, during- and post- match global campaign based around the idea that miracles don’t just happen, but are actually the result of years of hard-work, expertise, professionalism and perseverance.
The multi-channel, multi-phase international campaign focused on the brand as well as promoting its OPPO Find X6 Series and the FIND N2 Flip and ran across television, online video, web, and social platforms with creative ranging from a hero film to a TikTok duet challenge called #MakeYourMiracle.
As an official UEFA Champions League sponsor, OPPO’s integrated campaign features global brand ambassador and former Brazil, Sao Paolo, Real Madrid and AC Milan attacking midfielder Kaká and leans into his experiences in the 2005 UCL Final when Liverpool made a dramatic come back to beat AC Milan in a game dubbed ‘The Miracle of Istanbul’.
The creative sees former Ballon d’Or winner Kaká reflect on many of the miracles he’s seen throughout his career: including when AC Milan avenged the 2005 defeat by beating Liverpool to win the 2007 UCL Final. Kaká and the brand propose that ‘You can’t just wait for a miracle to happen, you need to work hard and make it happen yourself’.
The campaign’s main launch dropped on 18 May, ahead of the 10 June Final between Manchester City and Inter Milan, with a set-up film called ‘Miracles Don’t Just Happen’ which urged viewers to ‘Check out OPPO’s tribute to the history of miraculous #UCL performances online.
This was followed by a 90-second anchor film launched globally on 30 May titled ‘Make Your Miracle’.
Linked through the #MakeYourMiracle hashtag, the campaign was further supported by additional social content on the player’s personal channels as well as the brand’s platforms, plus key visuals and a TikTok challenge where Kaka is challenging users to a duet of skills using the #MakeYourMiracle.
It also included a spot titled ‘Glory Hinges On The Final’, plus it included an international series of in person appearances and events with Kaka.
“Over the years, the UEFA Champions League has produced many miraculous moments of footballing drama,” commented Sid Lee CEO Stephen Hall. “It’s been a pleasure working with OPPO to bring some of these moments to life through such a wonderfully crafted campaign.”
OPPO Global Brand Director Olivella Liu added: “This campaign brilliantly reflects OPPO’s ‘Inspiration Ahead’ brand positioning. We are delighted to showcase our UCL partnership through such powerful and authentic storytelling.”
Comment
Sports is playing a crucial role in OPPO’s international expansion strategy as illustrated by previous international property partnerships and activations such as its 2022 #OPPOShadowSkills TikTok challenge, its Wimbledon/Roland Garros 2022 ‘Inspiration Ahead’ campaign and its 2019 ICC Cricket World Cup ‘Shot Maker’ activation.
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