Category: Best integrated content campaign
Advertiser: OPPO
Product/Service: OPPO FIND SMARTPHONE
Agency: NIM DIGITAL
Chief Executive Officer: Gordon Zhang (NIM Digital)
Account Director: Ivy Ning (NIM Digital)
National Strategic Planning Director: Jamo Woo (NIM Digital)
Strategic Planner: Tippi Chen (NIM Digital)
Creative Director: Wayland Chan (NIM Digital)
Creative Director: Alex Leu (NIM Digital)
Art Director: Rayvan Lee (NIM Digital)
Associate Account Director: Vivian Gao (NIM Digital)
Digital Effect and User Experience Designer: Gavin Fan (NIM Digital)
Media placement: TV Campaign - TV Channels - 14 Jun 2011
Media placement: Online Video - Video Sites - 14 Jun 2011
Media placement: Social Media - Microblog - 14 Jun 2011
Media placement: Game Site - Minisite+Mobile App - 14 Jun 2011
Campaign Description
Marketers, faced with limited and expensive television options, are increasingly creating branded entertainment series for online distribution in China, reaching target markets that are more likely to surf the web than watch communal television at home. Due to the strict restrictions on TV and limited space for embedded commercials, advertisers can only come to branded drama series and entertainment programs.
However, online distribution of content is a perfect channel in China where over 500m Chinese, typically the under 30s, watch online videos. For example, microfilms are popping up all over China and becoming one of the most popular types of branded entertainment.
Effectiveness
China’s smart phone market is dominated by global brands. Our challenge is to help the new entrant OPPO to stand out, and make it the first choice for men’s smart phone. Considering our male consumers enjoy exploring the unknown and embracing challenges, we could challenge their talents to find our product’s details and essence by themselves. Therefore, we create the first social movie experience in China—Find Me, casted by Hollywood superstar Leonardo DiCaprio.
Prior to the grand launch, we spread publicity shots on movie sites and forums to create buzz. Then the microfilm appears on television and Internet with 3 updates in order to stimulate people to create more sharing and discussion via social media. We even prepared an extra function for those who don’t get enough—a Twitter App, which allows people to become the scriptwriters and show off to their Twitter followers.
Implementation
Our audiences were drawn to the content through integrated media, especially via TV and social media such as the famous TV dating shows ‘If You Are the One’. It will be announced on its official Sina microblog before being broadcast on TV. When the programme is presented on TV, it will be discussed simultaneously on its official Weibo. Afterwards, fans will can search for more information on the internet.
Outcome
Just in a month, the result speaks for itself:
1.2m Finders
70% Returning Visitors
380,000 Hours Gameplay
150,000 New Followers to OPPO
360,000 Related Tweets
The high engagement strikingly drives sales, and OPPO Find smartphones were sold out in 2 months.