Riding high on sport marketing
Vivo’s latest five-year deal with the Pro-Kabbadi, beginning July 2017, is pegged at Rs 275-300 crore, one of the biggest in a non-cricketing event
The popularity of Chinese mobile handset maker Vivo has grown by leaps and bounds in India the last couple of years. From virtually scratch they have become a global premium smartphone brand with over 15.4 per cent market share as per the latest GSK report. It is expanding its brand value overseas through sports marketing.
The brand resonates with the youth and its incisive innovation and holistic marketing has been instrumental in establishing it on the global roadmap.
Lately, it has lent its name to several major sporting events in India, associating with Indian Premier League and becoming title sponsor for Pro Kabaddi League. Vivo recently announced to be the official sponsor for Fifa World Cups 2018 and 2022, to be held in Russia and in Qatar.
Speaking to Financial Chronicle, Vivek Zhang, chief marketing officer of Vivo India says, “We are strongly focused on establishing an impactful connect with Indian customers. The love for sports in the country can be witnessed at various sporting events like the IPL, Pro Kabaddi League, Fifa World Cup among others. They enjoy huge fan following where one gets to see the whole nation coming together to witness the passion. Our association with the IPL is a prime example.”
The cricket league continues to enjoy sustained viewership (cumulative reach of 363.9 million in 32 games) even after 10 years. Similarly, Pro-Kabaddi has witnessed a phenomenal rise to prominence with four successful seasons. Hence, the idea behind these associations is to further enhance our customer engagement and strengthen the brand connect amongst the masses of the country, he feels.
According to Zhang, Vivo is focused on a 360-degree approach with equal allotment of budget across print, electronic, digital platforms and for various activities.
“Our association across domains like general entertainment channels, award shows, sporting leagues like the IPL and Pro-Kabaddi and digital platform like Hotstar has helped us a great deal in engaging with the right audience. We believe our innovation and association with properties that are in line with our objective which will help us enhance and strengthen brand affinity amongst Indian audience,” Zhang says. For Vivo, all advertisement campaigns resonate around its brand slogan ‘Camera and Music’ - capturing the essence of what it believes in.
“Our unbending desire to grow as a brand has been the driving force for us. Football enjoys tremendous fan following across the globe. As a sponsor of Fifa World cup for 2018 and 2022, we wish to spread our creativity and innovation at a global scale. Vivo has long term plans to capture the smartphone market and our association with Fifa and other platforms like the IPL, Pro-Kabaddi is a strategic move to create brand awareness and visibility not only in India but globally,” he explains.
The five-year deal with the kabbadi league, which will begin from July 2017, is pegged at Rs 275-300 crore, one of the biggest in non-cricketing event.
Vivo has been present as an NBA partner in China, and also launched a customised phone for Golden State Warriors’ NBA star Stephen Curry.
“The excitement surrounding the forthcoming season of Pro Kabaddi speaks volumes and cuts across audiences and comes with a ‘Community’ feel to it. We look forward to making this partnership a success,” Zhang adds.
Vivo plans to establish V5 as a global premium brand focused for Camera and Music. It plans to consolidate the brand image in Indian smartphone market.