On 1 June, Vivo, the official smartphone of UEFA Euro 2020, launched its ‘To Beautiful Moments’ integrated activation which aims to help football fans everywhere enjoy the tournament’s beautiful moments on and off the phone.
As well as providing passionate experiences to its users, Vivo’s campaign encourages people to be in the moment: whether that’s connecting virtually with friends, family and fellow fans or focusing their full attention on the football – even if that means putting the phone down.
The creative, developed in harness with agency BBH Shanghai (with PR by Revere), focuses on fans enjoying, capturing and sharing beautiful moments before, during and after matches, whilst simultaneously sending the message “give your phone a break, and be there for life’s beautiful moments”.
The campaign’s key copy message is: “Joy is about to kick off. This football season Vivo renews your passion to live and breathe every beautiful moment. Feel it, snap it and share it.”
The multi-channel campaigned launched across television in Europe, the Middle East, Southeast Asia and China and is supported globally on Facebook, Instagram and YouTube.
As well as the campaign’s digital hub at https://www.vivo.com/en/activity/euro2020, the work is spearheaded by a hero TV spot (click to view).
This is supported by additional activation strands including a social media based Golden Ticket competition with creative featuring brand ambassador and former England forward Michael Owen
Vivo is also the first-ever presenting partner of the tournament’s opening and closing ceremonies – on 11 June and 11 July – and the telco has worked with the rights owner to create a memorable experience for the millions of viewers around the world.
While the tournament sees spectators return to European stadiums, capacity restrictions and quarantine restrictions limit the reach of onsite fan experiences, so to amplify fans’ applause and cheering live in stadiums, Vivo and UEFA launched #VivoSuperTime: a campaign strand enabling people around the world to channel their energy into the game by sharing their applause and cheers on social media for the chance to appear in the tournament’s closing ceremonies.
As well as the brand-led work, Vivo is also rolling out a product-specific strand of its tournament activation focusing on its recently launched X60 Series (created in harness with optics/lens leader Zeiss.
Shout on the excitement of UEFA EURO 2020™! #vivoX60series are ready to capture your beautiful moments, even in a moving world. #ToBeautifulMoments #EURO2020
— vivo_indonesia (@vivo_indonesia) June 1, 2021
“People around the world have been eagerly awaiting this tournament. Now more than ever, we want to celebrate the spirit and sportsmanship of the game and help fans get the most out of the experience,” said Vivo SVP and CMO Spark Ni. “We strive not only to help people capture and share life’s magical moments, but to make every moment in life more magical.”
UEFA Marketing Director Guy-Laurent Epstein added: “The game of football brings joy to millions of football fans across the globe, and we are excited to partner with vivo to bring dedicated fans even closer to the game. We look forward to creating more unforgettable memories for people all over the world together.”
Comment:
Sport in general, and football (and cricket) in particular, are key elements of the Chinese brand’s marketing mix as it continues a drive for global expansion, awareness and reach.
Through its UEFA partnership, Vivo seeks to connect with and expand its widening user-base of over 400 million people worldwide.
“As we rapidly expand our global business, it is incredibly important for us to connect with people through the beautiful moments in life that they care about most,” added Spark Ni. “Vivo is incredibly proud to partner with UEFA to engage with football fans across the world as we’re a brand deeply connected to and invested in the like-minded passions and interests of our users.”
This tournament campaign follows on from work which rolled out in various markets around the world in 2020 leveraging its tournament rights despite the pandemic enforced delay.
It also builds on the brand’s previous flagship football sponsorship activation: its FIFA 2018 World Cup ‘My Time’ campaign.
Leave a comment
You must be logged in to post a comment.