Vivo activated its six-year FIFA sponsorship through a multi-stage, multi-platform campaign called ‘Give It A Shot’ which celebrated the tournament, boosted global brand awareness and promoted its new X Fold+ foldable device and X80 Pro.
As well as supplying smartphones to the 2022 FIFA Men’s World Cup staff, #vivogiveitashot sought to connect passionate football fans from around the world and saw the global technology company seek to bring to life its brand promise of embracing the power of technology to bring people closer together.
It was inspired by the belief that, for many years, football has brought together communities from all parts of the world with a shared love of the game: transcending boundaries, uniting people across the world and creating connections regardless of race, gender, age, or nationality.
The campaign is essentially a call-to-action for people to ‘Give It A Shot’ together with vivo no matter where or who they are. During the tournament, fans were encouraged to take shots of unforgettable moments, join online and offline football challenges to make the shots, to connect with new people, step out of their comfort zone, and embrace new adventures or challenges in life.
The work kicked off in early October, more than a month ahead of the start of Qatar 2022, with a launch film deployed across multiple platforms in multiple markets which encouraged supporters to embrace the football spirit.
Focusing primarily on social platforms – led by Facebook, Instagram, Twitter and TikTok – the campaign rolled out in two key waves.
The first phase ran from 10 October to 16 November and sought to give supporters an opportunity to post unlimited photos or videos with vivo or football elements on their Instagram accounts. To support and incentivise this, Vivo provided social assets and give away gifts to help fans show the world how excited they are for the FIFA World Cup Qatar 2022.
The second wave rolled out from 14 November through to the 31 December and sought to again bring people together on social media during the tournament ‘to share moments worth celebrating’.
This second wave of work also featured a second flagship film, plus a social media countdown to kick-off and a series of special Vivo filters which can be used to film social challenges with new friends from around the world.
Plus Vivo launched a #vAreHereToShare campaign from 15 to 18 December to drive engaging conversations as the semi-finals and the finals to instigate cross-border exchanges of FIFA memories amongst families and friends, no matter where they are in the world.
“Football has the power to bring people together. Vivo believes that innovation can help football fans build a community and share exciting World Cup experiences with everyone across the globe, whether they are watching the games at a football stadium or enjoying the experience from afar,” said Vivo SVP and CMO Spark Ni.
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Vivo initially announced its partnership with the Fédération Internationale de Football Association (FIFA) in 2017: a deal which included a six year World Cup sponsorship (spanning two tournament cycles).
Sport in general and soccer in particular play a key role in the company’s marketing mix.
Indeed, Vivo launched its first-ever global brand campaign for the Russia World Cup called ‘My Time, My World Cup’ and ‘Unlock Extraordinary’ created in collaboration with BBDO South China (BBDO Hong Kong and BBDO Guangzhou)
‘Unlock Extraordinary’ included a brand video, a series of six prints and digital content launching in China, as well as a global roll-out across markets with a Vivo presence such as Hong Kong, Singapore, Malaysia, Indonesia, Thailand and Vietnam among others. The campaign focused on the belief that deep inside everyone is a piece of extraordinary waiting to be seen – which can be demonstrated during the World Cup and discovered through Vivo’s suite of cutting-edge technology.
This insight inspired a hero film linking together different pre-game pep talks which happen moments before the Russia 2018 kick-off and captures emotions of anticipation and celebration.
Other more recent soccer sponsorship marketing initiatives include its ‘Beautiful Moments’ and ‘Super Time’ work activated its rights as a UEFA Euro 2020 partner.
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