2024

NYX Awards - 2024 Grand Winner Winner

OPPO Singapore Hitting the Best Sales Achievement Worldwide

Entrant Company

OPPO Singapore

Category

Strategic Campaign - Product Launch

Client's Name

Country / Region

Singapore

Experience Level

Other

OPPO Singapore first moved into the premium smartphone market to compete head-to-head with Samsung and Apple, where it had 0% market share. The new product launch became a repositioning campaign to elevate from a mass affordable brand to a premium tech brand. OPPO translated “hi-tech” into a single-minded and actionable proposition, “FOLDABLES REIMAGINED”, to speed up the mind-change for users, highlighting its competitive advantage on camera functions.

OPPO redefined its usual “mass majority” targets to pinpoint the three groups of “early adopters”:

- BUSINESS PROFESSIONALS who were willing to pay more for quality while still insisting on value for money, e.g. CEOs and industry leaders. - PRACTICAL TECH INFLUENCERS who prioritized the practicability of technology and were influential in endorsing OPPO’s technology, e.g., university professors.

- PHOTOGRAPHERS AND STYLE TREND LEADERS whose endorsement could highlight OPPO’s competitive advantage in camera and photography functions.

OPPO went wide with the first-ever B2B global launch in Singapore and an integrated communication plan for the broadest awareness of OPPO’s new technology. It went deep to penetrate the early adopters with a bold Pop-up Studio for creative product trial and cross-brand partnership to increase brand consideration. Last, it went long with continuous events like business seminars, photography exhibitions, and tours to sustain the sales momentum.

To increase earned media exposure, OPPO brilliantly created various topics to fit different media, incorporated the widest cross-brand partnerships for OPPO in Singapore to create different experiential occasions, and invested in micro-KOCs for deep penetration into selected targets.

RESULTS: OPPO’s premium market shares jumped from 0% to 18% in two months, hit the fastest sales KPI achievement rate among OPPO’s markets worldwide, 73.2% share of voice in tech media with over 50 million news views in total. 54% buyers of new products were shifted from Samsung and Apple. Facebook and Instagram YoY growth was at 548% and 2,000%. The top three brand equities in the post-campaign survey were “camera capabilities"(54%), “OPPO’s technology” (51%), and “for professional” (44%)

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