B/C+ love free gifts, like to bet, always look for opportunities in life but nobody ever gave them average salary is 20,000-35,000/month even though they are 35 years old not high technology people or technology desired people but have limited budget
Challenge is how can we persuade our target to use OPPO Finder as OPPO Finder can help them meet their excitement in life and help their life smarter. Also be his/her friend in everywhere he/she goes.
Big idea >>>> SMART LIFE EXCITEMENT“Because you have OPPO FINDER smart phone, so your life is smart, then you are smart people!!!!” and the need of these target consumers are to have new experience in life Mood&Tone >> interact, reachable, friendly, gives them hope and bring some excitement to their lives.
Example of print adsKey message to communicate the newer experience in many aspects from using OPPO FINDER newer touching experience newer lifestyle experience newer feature experience newer smarter experience
- Billboard at the express way
Give phone information, new promotionInvite friend to click “like” then post the message on fanpage wall and tag friend. The first 100 messages which got click “like” from P’Tik will receive free FINDER limited phone cases
The wait is over, the finder is hereFinder booth in the shopping mall to give consumers the information and to persuade them to purchase. Some promotion will be offered to consumers such as paylite 0% 6 mths.
- FINDER members register their information and phone IMEI in the OPPO FINDER website. They will get their FINDER member number.- Every month, there will be a special privilege for FINDER members such as exciting activity to join as a group, discount for a meal at the restaurant, etc.- Special gift for FINDER members such as free FINDER LINE sticker every 3 months.
- Free entrance for 100 winners (200 audiences) from SMARTER FINDER campaign. Famous celebrities as their friends today and be reachable. Surprising gift from celebrities to give to the 3 luckiest people on FSEMC day.
Oppo finder communication plan
COMMUNICATION PLANby NIPITPON WINYANGKOOLOPPO FINDER COMMUNICATION PLAN by NIPITPON WINYANGKOOL : Faculty of Commerce and Accountancy, Chulalongkorn University
AGENDASection 1• Why Finder?• Consumer voices• Honeycomb Model• Big IdeaSection 2• Finder : Communication Plan• Budget & TimelineOPPO FINDER COMMUNICATION PLAN by NIPITPON WINYANGKOOL : Faculty of Commerce and Accountancy, Chulalongkorn University
• The world’s thinnest smartphone 6.65 mm• The latest Android version 4.0• CPU dual core qualcomm S3snapdragon 1.5 GHz RAM 1GB• Gorilla Glass, Super AMOLEDtouch screen 4.3” 800*480 pixel• Camera 8m pixel (back), 1.3mpixel (front)• Ice cream sandwich 4.0operating system• 1,500 mAh battery• THB 13,990WHY FINDER?
TARGET : B/C+ >> M/F 25-35 yrs. with city lifestylePOSITIONING : smart phone to be smarter business peopleDATA COLLECTION• In-depth interview 10 targeted people(Place : Silom, Sathorn, SiamSquare)• Phone review blogs• Website e.g. pantip.com, thaimobilecenter.comCONSUMER VOICES
CONSUMER VOICESMy work life is so boring. It is not challenging at all. Where is the excitement?I really need something new in my life.Phone is like my personal secretary.It helps me organize anything in life. I cannot live without the phone.I have many duties in life. If I have to buy a new phone, the first factor toconcern before buying is function. The price should be interesting as well.Smart phone has to help us to be smart.We don’t want to miss any connection or anything!I use the phone as a friend when I’m on travellingduring my business trip or going anywhere.
CONSUMER VOICESOPPO FINDER. What is OPPO? I never heard the name of it before.How is OPPO FINDER different from other smart phones?Is OPPO FINDER a smart phone? I thought OPPO just has only afeature phone.Is OPPO a brand from Korea or China? If it’s fromChina, how can we trust them?I know OPPO, but I don’t know how good OPPOmobile phone is.
SMARTER(APPEARANCE,LIFE & LIVING)What do our target wants?
IdealCustomerImageSymbolBase ofAuthorityFunctionalBenefitBrandPersonalityEmotionalBenefitCore ValuePOSSESSABLEHIGH-QUALITYINNOVATIONHONEYCOMB MODEL by DENTSUB/C+, MIDDLE INCOMEBUSINESS PEOPLE WITHCITY LIFESTYLEEXCITED WITHUSER’S NEWEXPERIENCEFAMOUS AND HIGHQUALITY STEREO BRANDIN CHINAQUALITY OFMATERIAL ANDFULL FUNTIONSMART PHONEFRIENDLY, FUN,ACTIVE
• To build brand awareness among our targetedconsumers• To increase sales volume by 30%• To build brand loyaltyCOMMUNICATION GOALS
COMMUNICATION PLANPhase 1AWARENESS• FIND IT, TRY IT!• GRAND OPENING• TVC• PRINT Ads• OOH MEDIA• PRESENTER• PRODUCT TIE-INPhase 2INTEREST > SEARCH > ACTION• FINDER REVIEWBLOG• FINDER FANPAGE• FINDER BOOTH :THE WAIT ISOVER, THE FINDERIS HEREPhase 3SHARE• WELCOME TO OPPOFINDER SOCIETY• SMARTER WITHFINDER• FSEMC : FINDERSURPRISINGEXCLUSIVE MINICONCERT• FINDER MINICARAVANOPPO FINDER COMMUNICATION PLAN by NIPITPON WINYANGKOOL : Faculty of Commerce and Accountancy, Chulalongkorn University
FIND IT, TRY IT !• OPPO FINDER icon spreads out for 10 places all over Bangkok• Take a photo as a couple (2 people) with just only one icon (anyplaces) out of ten and upload it via facebook, check-in and tag#OPPO FINDER• We will randomly select only one winner everyday for 30 days toget our prize (2*30=60 phones)• The prizes for winners are rights to join the OPPO FINDER grandopening event and surprising meet & greet with our surprisingpresenter and surprising band on that day. Of course, they will getOPPO FINDER for free on that they as well• We also have a surprising prize for the grand opening event joinerwhich is a round-trip air ticket Bangkok-Korea for 2 seats
GRAND OPENING• SURPRISING PRESENTER• GUEST CELEBRITIES
FINDER SOCIETY• FINDER members register their information andphone IMEI in the OPPO FINDER website.• Every month, there will be a special privilege forFINDER members such as exciting activity to join as agroup, discount for a meal at the restaurant, etc.• Surprising gift for FINDER members such as freeFINDER LINE sticker every 3 months.
SMARTER WITH FINDER• Upload your picture with OPPO FINDER in the excitedfeeling with your smarter life and short descriptionexplaining how your FINDER help you smarter in yourway and your FINDER member number, then tag#OPPO FINDER.• The top 100 most “like” pictures will get award tojoin FSEMC. Each winner can bring one friend with him.(100*2=200 seats)
FINDER MINI CARAVAN• FINDER = One who finds• OPPO FINDER wants to bring you to find the meaning oflife, the new experience in life which we translate “NEWEXPERIENCE” to the word “EXCITEMENT” linking to theword “JOURNEY”• FINDER MINI CARAVAN is a one-day CSR activity whichwill bring FINDER members to do the good things as acaravan group travelling along the road.