Chinese phone brand Vivo, the official smartphone sponsor of the 2018 World Cup, is "pinning its hopes on the upcoming global event to boost sales" as the brand faces "mounting pressure from competitors amid a saturated domestic market," according to Li Tao of the SOUTH CHINA MORNING POST. The first-ever FIFA World Cup limited-edition smartphone, targeted at "tech savvy users and football fans," was announced in Beijing on Tuesday. Vivo's World Cup special edition is based on its flagship X21 model. The company also introduced a Sapphire blue version of the Vivo V9 World Cup edition for the global market. Vivo's focus on the upcoming World Cup comes "amid a shrinking of its domestic market share and a slowdown in the Chinese smartphone market." The third-largest smartphone vendor in China, Vivo was the only major Chinese brand to "experience a decline in domestic shipments last year" (SCMP, 5/23).
MAKING MOMENTS: THE DRUM's Danielle Long reported Vivo's "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 to "showcase the camera and music features of Vivo phones, which are core elements of the brand." 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." Vivo will also host a series of "music-themed activities throughout the tournament culminating in an event at the final match show" on July 15, which will incorporate a performance of the World Cup’s official song (THE DRUM, 5/23).
