Mid May saw the International Cricket Council (ICC) global partner OPPO leverage its rights around the 2019 World Cup through an integrated campaign called #BeAShotMaker.
The Chinese based smart device brand initially teased its campaign socially
The OPPO Reno launches with the ICC in the UK TOMORROW! Stay tuned to find out more about our latest smartphone and its amazing features! We'll also have cricket royalty Alistair Cook and Jos Buttler attending!
One day to go! #GetReadyForReno #OPPOReno pic.twitter.com/DVJCpYI3Ax
— OPPO Mobile UK (@OPPOMobileUK) May 19, 2019
ahead of its official launch event.
The initiative was spearheaded with a ‘Be A Shot maker’ promotional video that is fronted by England’s Joss Buttler and which asks ‘What does it take to be a shot maker? What does it take to see further, beyond life’s limitations and make the shot? From hitting a six, cheering your team, or just realizing your true calling in life, this ICC Cricket World Cup we’re empowering sports fans to be a shot maker in everything they do.
The spot not only features young cricket fans making a makeshift pitch (complete with a spray-painted stadium for a backdrop), but also showcases the camera capabilities of OPPO’s latest smartphone.
The activation’s lead film was distributed across the brand’s online channels,
What does it take to see further, beyond life’s limitations and make the shot? This @cricketworldcup we’re empowering sports fans to be a shot maker in everything they do. #BeAShotMaker pic.twitter.com/SRKfESbVv0
— OPPO (@oppo) May 20, 2019
and the wider campaign kicked off with a PR-led launch event that included a shot maker masterclass with Buttler and which was amplified across the brand’s social platforms carrying the campaign’s #BeAShotMaker hashtag.
OPPO ICC Cricket World Cup Launch Event 2019 – Shot Maker Masterclass https://t.co/VYIbx7SvgQ
— OPPO (@oppo) May 20, 2019
OPPO ICC Cricket World Cup Launch Event 2019 – Introduction https://t.co/IkjLrlnow1
— OPPO (@oppo) May 20, 2019
"Cricket is a sport that really resonates with what OPPO stands for because it’s all about breakthroughs. There’s something truly adventurous and passionate about cricket which is what we deliver in our smartphones." – Derek Sun, Global Marketing Director #BeAShotMaker #OPPOReno pic.twitter.com/fvVe3ACQRp
— OPPO (@oppo) May 20, 2019
"At OPPO, we believe that the role of technology is to be as seamless as possible, to experiment and push boundaries, to inspire others, and to bring people closer together. The power of sports entertainment does exactly this." Terrance Tan, UK Sales Director #BeAShotMaker pic.twitter.com/5N3MIIOpno
— OPPO (@oppo) May 20, 2019
While during the tournament itself, Oppo also has the title rights to the ICC’s ‘#BeAShotMaker Shot Of The Day’ fan-voted video clip highlights from each day’s match action.
As well as its global and host nation activations, in the world’s biggest cricket market, India, OPPO Mobiles unveiled a local market campaign – called ‘Billion Beats’ – with a power packed TVC.
Developed with ITW Playworx and India’s leading musician duo Meet Bros, the campaign is led by a pumping, pulsating World Cup anthem.
The initiative, which aims to connect with billions of cricket fans and to boost support for Team India (the company is in its fourth year as the smartphone partner to the Indian national team), the spearhead spot features a storng line up of Indian cricket stars like Rohit Sharma, Shikhar Dhawan, Kedar Jadhav and Japrit Bumrah.
As well as the lead film, the Oppo app also records the heartbeat/pulse of whoever accesses it and the sound of these combined heartbeats together forms the audio core of anthem.
This objective is to seek to increase fan engagement and elevate the excitement to the next level.
Comment:
OPPO is a global partner of the International Cricket Council (ICC) and its activation alucnhed on 20 May – 10 days ahead of the 2019 Cricket World Cup which takes place in England and Wales from 30 May to 14 July.
It was actually back in December 2015 that OPPO, which launched in China in 2004, was unveiled as a global partner of the ICC through a four-year deal which runs from 2016 until 2020.
The sponsorship was a core strand of the smartphone manufacturer’s marketing mix as it sought to go global and align with elite international events.
At that time, ICC Chief Executive David Richardson said: “The ICC is delighted to welcome OPPO on board as a Global Partner and we are excited about the opportunity to team up for the next four years. OPPO is one of the market leaders in its field with an impressive worldwide presence, especially in territories where the game of cricket continues to grow and, in a lot of cases, flourish. OPPO has strong brand values on innovation and integrity, which are closely aligned with the ICC’s, and we believe that by partnering with OPPO, we can extend cricket’s reach even further. We look forward to working closely with them for the foreseeable future.”
While Sky Li, Vice President of OPPO and Managing Director Of International Mobile Business, added: “OPPO is very enthusiastic about supporting international cricket, and cooperating with the ICC in bringing cricket fans more of the world-class competitions that the organization is known for. The partnership will allow us to continue to strengthen our links with consumers, as we join them in celebrating the great sport of cricket.”
The international smartphone manufacturer is expanding its global presence, particularly in Europe, and sport (rights and content) is playing a key role in Oppo’s marketing strategy.
“At Oppo, we believe that the role of technology is to be as seamless as possible, to experience and push boundaries; to inspire others and to bring people closer together,” explained Oppo’s UK Sales Director Terence Tan.
“The power of sports entertainment does exactly this.”
Oppo is the world’s fifth most-popular smartphone manufacturer (boasting 250m customers worldwide) and Europe is currently its primary target for consumer growth and the region for its most-recent moves into sports partnerships and production as it seeks to use sport to establish greater connections with Western consumers.
As well as its ICC tie-up, it also recently penned an official alliance with Wimbledon (becoming the AELTC’s first major Asian brand partner) and a content collaboration with the French Tennis Federation (FFT) which included a marketing deal with the French Open in Paris.
Plus Oppo is also a long-term partner of the Big Bash League (BBL) team the Melbourne Stars in Australia and a sponsor of Spanish soccer champions Barcelona.
Links:
OPPO
https://www.youtube.com/user/OppoOfficial
https://www.facebook.com/OPPOMobile
https://www.instagram.com/oppo/
Cricket World Cup
https://www.cricketworldcup.com/
https://twitter.com/cricketworldcup
https://www.facebook.com/cricketworldcup/
https://www.instagram.com/cricketworldcup/
https://www.youtube.com/user/CricketICC
ICC
https://www.instagram.com/icc/
https://www.youtube.com/user/CricketICC
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