Oppo using ICC WC to expand customer base, increase brand recall
MUMBAI: Smartphone maker Oppo is a big investor in cricket. Back in 2015, it inked a global partnership with the games governing body the International Cricket Council (ICC). Then two years back, the company did a five-year deal with the BCCI worth Rs. 1079 crore. It is currently a sponsor of Star Sports’ broadcast of the on-going ICC Cricket World Cup.
“We have a consumer first philosophy. All our marketing activities, partnerships across various properties and platforms are aimed to deep dive in order to reach out to our potential target audience and build the brand connect. Partnering with a mega sporting event like ICC World Cup 2019 and Star Sports who has been awarded global broadcasting rights is of strategic importance to us and is in line with our core objective,” Oppo South Asia CMO Will Yang tells TelevisionPost.com.
“This is to expand our customer base by capitalising on the advertising opportunities and the followers of the Indian cricket team which will help us to increase brand recall amongst consumers.”
He expresses satisfaction at the BCCI deal explaining that the partnership with the BCCI as the title sponsor of the Indian Cricket team has been instrumental in building affinity for Oppo amongst Indian consumers. “We surely reaped the benefits of our strategic alliance and we do enjoy huge brand recall across the country which jumped in an extraordinary manner supported by our 360-degree communication and pioneering product launches.”
Shedding light on the marketing activities being done around the World Cup, Yang said that the company launched ‘India Give Your Heartbeat’ campaign by inviting consumers to share the sound of their heartbeats through the OPPO Billion Beats App. “As part of this campaign, we created a song ‘Jeet Pe Apna Haq Hai’, composed by music director duo Meet Bros with the heartbeats of fans and top cricketers such as Rohit Sharma, Shikhar Dhawan, Jasprit Bumrah and Kedar Jadhav. The song aims to echo the winning ways of the Indian Cricket Team and bring to life the effervescence of the diverse cricket fans with their heartbeats.”
He said that the company was overwhelmed by the response received by both the campaigns. The song “Jeet Pe Apna Haq Hai” and the video on “India Share Your Heartbeat” he claims became a rage and were trending across key social media platforms. “Both the videos were also a hit on Tiktok as it together garnered 2.9 billion views with top influencers participating in the TikTok ICC billion beat challenge. The challenge was witnessed by an additional user base of 250000. The Oppo billion beat app saw 10k + downloads with a user rating of 4.9 on the Google play store.”
He added that the company is also running a campaign ‘BeAShotMaker’ with England’s explosive vice-captain Jos Butler at a global level. The aim of this campaign he explains is to celebrate the cricketing spirit through expression, innovation and individuality of cricket fans, on and off the pitch, across the world.
When asked about the effectiveness of the World Cup versus the IPL, he noted that the former also has global appeal whereas the latter mainly attracts interest in the country. “Based on our research on consumer preferences, we learnt that most Indians treat cricket as a religion rather than just a sport. In India, there are avid fans for both IPL as well as World Cup. We believe that the ICC World cup is one such property which is enjoys enormous viewership worldwide while IPL enjoys good viewership in the Indian market only. Partnership with properties like these serves as an ideal platform par excellence for brands to connect with its target audience and expand its customer base.”
The aim moving forward is to strengthening Oppo as a brand that resonates with the young minds of the country. So the BCCI deal is playing a major role in this by allowing the company to launch products in unique ways. The company recently launched Reno series in India which boasts of industry-first creative features. On the back of this launch, it also introduced our India Gives Your Heartbeat Campaign for World Cup 2019.
“We combined Reno and ICC World Cup tournament together to introduce our new product which is combined with our latest technology 10X Hybrid Zoom. With this campaign, we are laying impetus on the passion of Indian consumers and connecting their emotion with their Indian Cricket team. We have invited the fans to give their heartbeat through our Billion Beats App. The collected heartbeats are being used to create the song by Meet Bros. It also includes the heartbeats of leading cricketers like Rohit Sharma, JaspritBumrah, Kedar Jadhav and Shikhar Dhawan. The song will reinforce the winning capabilities of Team India and exemplify the ongoing excitement for the series. It aims to bring to fore OPPO’s customer-centricity in addition to our focus on creativity and innovation.”
Having said all of this Oppo’s involvement in sport goes beyond the bat and ball game. Earlier this year, it became the first Asian company to ink a deal with the Tennis Grand Slam Wimbledon. On the soccer front, it has a partnership with FC Barcelona a deal that was done in 2015.
Yang noted that Oppo has become Wimbledon’s first ever official smartphone partner, and the tournament’s first ever Asian partner. “The prestige of the Wimbledon brand was key to inspiring confidence and encourage consumers to investigate the value of our devices. Also, the company partnered with FC Barcelona – an iconic football club, The partnership with FC Barcelona was one of the important steps in Oppo’s global marketing strategy. We continue to explore platforms and associate with events and properties which are followed by a wider audience.”