OPPO extends partnership with Mohammed bin Rashid Al Maktoum Knowledge Foundation
As part of its “glocalization” strategy, OPPO is promoting the local Arabic language of the region through MBRF’s ‘Bil Arabi’ initiative
Dubai, UAE, 15 December 2020 – Global technology brand, OPPO, is taking its partnership with the Mohammed bin Rashid Al Maktoum Knowledge Foundation (MBRF) this month to a higher level by supporting MBRF’s ‘Bil Arabi’ initiative to mark the UNESCO World Arabic Language Day 2020.
As MBRF’s Technology Partner sponsoring the ‘Bil Arabi’ initiative for the second year in a row, OPPO will participate in this year’s celebration of Arabic Language Day through an MBRF engaging activation held at Dubai’s City Centre Mirdif from 11th to 18th December.
Designed to advance the global status of the Arabic language and encourage its use, the ‘Bil Arabi’ initiative has launched fun contests and activities at the MBRF stand that will test basic Arabic speaking skills and spark interest in the language, with winners having the opportunity to walk away with exciting OPPO devices as prizes. OPPO’s latest phones will also be on display to draw consumers to the booth and inspire them to try their luck.
Fadi Abu Shamat, Director of Strategy and Planning at OPPO MEA said, “We are proud to continue our long-term partnership with the Mohammed bin Rashid Al Maktoum Knowledge Foundation by supporting the ‘Bil Arabi’ initiative and helping draw attention to the beauty of our Arabic language. Having OPPO’s regional headquarters here in Dubai – the hub of the ‘Bil Arabi’ initiative, it is extremely relevant for us to encourage our customers in the UAE and beyond to embrace the local language. This is an important part of our glocalization strategy that customizes initiatives to appeal to our customer base in the region. We apply the same strategy to our products, bringing to market the devices that are best suited to our customers in the Middle East.”
H.E. Jamal bin Huwaireb, CEO of the Mohammed bin Rashid Al Maktoum Knowledge Foundation, said, “Over the past few years, the ‘Bil Arabi’ initiative has helped promote the use of the Arabic language among every segment of the community, offering concrete evidence of the Arab public’s commitment to preserving the Arabic language and ensuring it does not fall into disuse. This is what we can see clearly in their enormous interaction with the activities and events of the initiative.”
“In light of the pressing circumstances the world is currently undergoing as a result of the COVID-19 pandemic and ensuing lockdowns and social distancing measures, growing numbers of people have resorted to reading and exploring new content online – particularly Arabic content,” H.E. bin Huwaireb added. “The Arabic language has been instrumental in spreading knowledge about various disciplines and across various platforms.”
“Now in its eighth edition, the ‘Bil Arabi’ initiative is back to support these efforts, and to underline the agility of the Arabic language and its ability to adapt to any developments anywhere and at any time. The initiative offers a host of activities designed specifically to meet safety standards, ensure people’s health, and still reach the largest possible audience,” H.E. concluded.
As a global company with a strong presence in the Middle East, OPPO adopts a ‘glocalization’ policy in order to appeal to its local and regional customers. The company has appointed Mohamed Salah, the Arab world’s top footballer and an international phenomenon in the football world – as its brand ambassador exclusively for the Middle East and Africa region.
OPPO launched three new smartphone series this year including the flagship Find X2 Pro and design-led Reno4 Series – led by the Reno4 Pro 5G variant. OPPO’s smart devices have achieved widespread success – not only for their ground-breaking photography and videography capabilities that ride the popularity wave of short video platforms in the region; but also, for their 5G capabilities that are in sync with the region’s quick roll out of 5G.
To learn more about MBRF’s initiative, head to the ‘Bil Arabi’ stand at City Centre Mirdif this week to take part in the competition and for a chance to win a brand-new OPPO smartphone.