UEFA partner OPPO leveraged its Champions League partnership through an interactive campaign on TikTok in November called #OPPOShadowSkills.
Created by agency Sid Lee, which had been briefed to leverage the sponsorship by bringing to life the client’s new brand tagline ‘Inspiration Ahead’ and promoting its new OPPO Reno8.
Sid Lee has taken to TikTok to activate the technology brand’s sponsorship of the UEFA Champions League and connect the partnership to OPPO’s new brand proposal ‘Inspiration Ahead’, #OPPOShadowSkills features football freestylers and influencers inviting TikTok users to showcase their own soccer skills.
Each fan challenge was inspired by a stand-out skill displayed on the pitch in a game from each round of the Champions League – these ranged from a Haaland gravity-defying header to a clinical finish from Bellingham – with users tasked to replica their heros’ on-field actions
The challenge sought to raise brand awareness of and shine a spotlight on a particular OPPO Reno8’s unique product feature: powerful night video and imaging technology which helps users take quality shots in low light environments.
Or, as the brand puts it in the activation: ‘making the unseeable see-able, whilst showcasing real fan stories of all the practice that happens behind the scenes in order to reach the top.’
Running for the duration of the UCL Group Stages – from September through November 2022 – the campaign invited fans to recreate the best skills on display: incentivising them to post videos of the skills they’ve recreated with the #OPPOShadowSkills hashtag to be in with a chance of winning prizes – including UEFA Champions League tickets and OPPO Reno8 phones.
The campaign was launched on 21 September when influencers shared a call-to-action film on their social channels along with impactful key visuals and the tag line ‘Dare to Shine’.
A hero film launched on 25 October supported by additional videos created by the influencer ambassadors demonstrating and encouraging fans to recreate the best tricks from the UCL matches.
A video highlighting ‘OPPO x the UEFA Champions League 2022’ dropped on 7 November (ahead of the European season’s enforced break for the controversially scheduled 2022 FIFA Men’s World Cup.
“The campaign was effectively planned and executed. It connects OPPO with users through the UEFA partnership and showcases OPPO’s aim to inspire people through our products in a creative way,” explained OPPO Western Europe CMO Eliza Li.
Sid Lee London CEO Stephan Hall added: “OPPO plus Tik-Tok plus UEFA Champions League, What a line up!! We’re delighted with the result and very much look forward to continuing to build OPPO’s brand through their sport partnerships.”
The campaign was created for OPPO Chief Marketing Officer Eliza Li, Business Lead Vita Hsu and Project Manager Trevor Wang by a team at creative agency Sid Lee which included Executive Creative Director Stephane Soussan, Copywriter Max Harrington, Art Director Jessy Kikabou, Business Directors Gareth Hall and Business Mike Grumbridge, Project Manager Sam Bridgwater, Digital Producer Cassandre Geron and Producers Lucy Dunn and Darren Young.
Production was run by Kode with Director Pete Banks, Executive Producer Jack Goodwin, Producer Rob Wildsmith and Line Producer Sam Katz.
Comment
This TikTok campaign follows an array of other OPPO 2022 UEFA Champions League activations and initiatives such as August’s inspirational moment focused ‘Find Your Light’ and September’s #InspirationalGames.
OPPO puts sport at the heart of the global marketing mix and other recent sponsorship activations have ranged from, its Wimbledon/Roland Garros 2022 ‘Inspiration Ahead’ activation to its and its 2019 ICC Cricket World Cup ‘Shot Maker’ work.
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