BEIJING – 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 to October 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 first released video on: http://v.youku.com/v_show/id_XNjEzNjE1NzEy.html
Project Title: 10th Anniversary of the China Open
Client: China Open
Brief: To raise awareness of and promote the China Open brand for its 10th anniversary
Creative Agency: Ogilvy Public Relations, Beijing
Agency Producer and Production House: Dong Fang Gu Yu
Exposure: TV, online
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 80 offices across six continents. In 2011, Ogilvy won more Cannes PR Lions than any other agency worldwide, was named Global Digital/Social Consultancy of the Year by the Holmes Report, won Specialist Agency of the Year in Asia Pacific (Campaign Asia), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fourth time in five years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups. For more information, visit our Web site at www.ogilvypr.com or follow us on Twitter @ogilvypr.
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