Chinese smartphone brand Vivo has launched a global brand campaign to promote its sponsorship of the 2018 Fifa World Cup.
The “My Time, My Fifa World Cup” campaign is part of the brand’s six-year sponsorship deal with Fifa and aims to help the brand connect with young consumers around the world.
The campaign, which was created by BBDO Hong Kong, will incorporate music and photography-related activations, which aim to showcase the camera and music features of Vivo phones, which are core elements of the brand.
Vivo aims to empower football fans to go beyond being a spectator and become a creator by creating and sharing content from the events.
Deng Li, brand vice president at Vivo, said, “’Camera & Music’ are not only a part of Vivo’s brand DNA, but also the two key ways by which people can fully experience, capture and share extraordinary moments around them through their smartphones.
“For this year’s Fifa World Cup, Vivo will leverage these two elements and our innovative technologies to help fans bring to life “My Time, My Fifa World Cup”.
As part of the campaign, Vivo will provide fans with a smartphone and access to pitch-side, stadium and warm-up sessions to capture exclusive content and share it with the world. The Vivo Super Fan Photographer programme will also include celebrities, media partners and key opinion leaders in a bid to bolster interest in the content.
“We want to bring fan involvement to the next level – to fully engage and participate – as part of Vivo’s sponsorship of the Fifa World Cup,” said Deng.
Vivo will also host a series of music-themed activities throughout the tournament culminating in an event at the final match show on 15 July, which will incorporate a performance of the world cup’s official song. Vivo has also launched a limited edition V9 Blue smartphone for the event.
The campaign was launched at an event in Beijing with former Brazil Captain and 1994 World Cup winner, Bebeto; and former Dutch National Ruud Gullit.