The China Open and Ogilvy Sports, a specialist team under Ogilvy Public Relations, China, have teamed up to launch a series of integrated brand communications and marketing activities ahead of the 10th anniversary of the renowned professional tennis tournament, which will take place from September 28 toOctober 6, 2013 in Beijing.
The most powerful element of the campaign is six microfilms that tell the story of how tennis has shaped the lives of six disparate Chinese tennis players and enthusiasts.
Mr. ZHANG Junhui, General Manager of the China Open, said, “We’re delighted with how Ogilvy Sports is helping us to convey our brand spirit and capture the attention and imagination of China for our 10th anniversary. The team has charted a comprehensive communications strategy to rebrand China Open as a sports organization and event that not only appeals to professional tennis players and avid tennis fans, but is fun, exciting and relevant to a wider audience.”
A wide spectrum of characters star in the six microfilms, including a senior citizen, a university athlete, a China Open staff, a singer, young girls from Tibet, and professional female tennis player PENG Shuai. Each three-minute video shows how tennis has transformed each of the character’s lives for the better. One of the films tells the story of 19-year-old college freshman majoring in tennis who was born with an innate leg problem. Once a painfully shy and reclusive girl, she started playing tennis and has since not only won the top title at the university tennis tournaments and gained a healthier body, but has also revived her sense of self-worth and self-confidence.
Mr. QIANG Wei, Head of Ogilvy Sports, said, “The films are a compelling way to not only raise awareness of the China Open, but to convey their brand value as representative of a sport that has the power to improve people’s lives in real and dramatic ways.”
As part of its integrated brand communications services, Ogilvy Sports is also tasked with strategizing the China Open’s marketing and social media plan, celebrity endorsement opportunities, ticket sales marketing, on-site audience engagement and membership activities.
The six videos will air on CCTV, BTV and on video-sharing sites such as Sina, Sohu and Youku. The campaign will run nationwide until the last day of the official China Open on October 6, 2013.
Watch the videos on Youku.