BEIJING – September 26, 2013 – Six microfilms feature how tennis shaped the lives of six disparate Chinese tennis players and enthusiasts, in a campaign launched by the China Open and Ogilvy Sports.
The campaign leads up to the 10th anniversary of the renowned professional tennis tournament, to be held from September 28 to October 6 in Beijing.
The films feature a wide spectrum of characters, 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.
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.”
The six microfilms are part of a series of integrated brand communications and marketing activities from the China Open and Ogilvy Sports, a specialist team under Ogilvy Public Relations, China.
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.”
As part of its integrated brand communications services, Ogilvy Sports will also strategize 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 runs nationwide until the last day of the official China Open on October 6, 2013.
Credits 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
