Vivo rides on World Cup fever with global ‘pep talk’

Chinese smartphone brand Vivo has launched a global brand campaign to promote its sponsorship of the upcoming FIFA World Cup in Russia.

In a bid to stir up football fever ahead of the games, BBDO Hong Kong has created a one-minute video showing a number of figures deliver ‘pep talks’ to their teams.

These include a Russian ballerina mistress to her dancers before they perform, plus a generic Italian football manager to his team as they prepare to go on the pitch.

The video then moves to scenes closer to home, such as an Argentinian father celebrating the World Cup around the family dinner table.

In another scene, a group of Chinese children celebrate some national spirit, crying; “Who says we can’t win the FIFA World Cup”, despite China’s national team not qualifying for this year’s games.

Entitled ‘My Time, My FIFA World Cup’, the campaign was officially launched in Beijing yesterday, with the brand video being followed by a series of music-themed activations throughout the tournament.

The launch comes a year after Vivo signed a sponsorship agreement with FIFA that will run until the 2022 tournament in Qatar.

A press statement from the brand explained that the campaign is intended to “empower people to go beyond being just being an audience at the World Cup”.

Vivo brand vice president Deng Li added: “Camera and 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.”

Due to allegations of Human Rights abuse in Russia and corruption within FIFA, many brands have played it cautious with sponsoring this year’s tournament.

FIFA has struggled to fill its three tiers of sponsorship for the World Cup, leading to reported losses of S$800m in 2017.

Vivo, alongside Coca-Cola and Budweiser, are among a handful of brands currently undertaking heavy campaign promotional work ahead of the July event.


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