OPPO is a Chinese electronics company founded in 2004 that is known for smartphones and other devices. By targeting viewers of the popular Barclays Premier League soccer matches on TV, OPPO was able to increase brand awareness among young, affluent consumers in Singapore and encourage trials of its new smartphone models at its store. Through an integrated marketing campaign across TV, online, and mobile platforms, OPPO engaged over 1.3 million users and saw increased sales of its smartphones in Singapore.

2. OPPO

3. The background.
• Founded in 2004 and based in Guangdong.
• Tony Chen is founder of OPPO.
• The brand name Oppo was registered in China in 2001 and launched in
• 2004.
• Oppo Electronics Corporation, commonly referred to as Oppo, is a Chinese
consumer electronics and mobile communication company.
• OPPO is known for Blu-ray players and other electronic
devices.
• OPPO is an electronics manufacturer that delivers mobile
devices in more than 20 countries.

4. • OPPO began exploring international expansion in 2010.
• Having successfully entered China’s mobile phone market in 2008.
• By mid-2014, OPPO had established a presence in the US, China,
Australia and other countries in Europe, Asia, the Middle East and
Africa.
• A leading manufacturer of smartphones, Oppo was the top
smartphone brand in China in 2016 and was ranked No. 4
worldwide.

5. Branding
• Korean boy band 2PM prepared a song known as "Follow Your
Soul" in a promotional deal with Oppo for launching its brand in
Thailand in 2010
• In June 2015, the company signed an agreement with FC Barcelona
to become an official partner of the Spanish football club
• In 2016, PBA tied up with this company as its official smartphone
partner starting from 2016 PBA Commissioner's Cup which was
held on February 10.

6. The context/challenge
• The rise of smartphones has been swift, with technological
innovation creating an incredibly mobile ecosystem. The early
introduction of 3G and public Wi-Fi made Singapore a “mobile-
first” nation. By 2014, Singapore had the highest smartphone
adoption rate globally, with most consumers carrying either an
Apple or Samsung model.

7. Building brand equity involved a three-step approach
• Increasing brand awareness among consumers mostly likely to
purchase smartphones.
• Driving preference by communicating the distinctiveness of the
new N3 and R5 smartphones.
• Encouraging product trials at the newly opened OPPO Concept
Store at Suntec City Mall.

8. The solution
• Acknowledging that digital media had created a more elusive
consumer with short-term thinking and who lives across multiple
screens
• Singtel’s latest data-driven solutions analysed dynamic consumer
behavior across platforms and delivered robust insights. With these
insights, OPPO could then strategies and select the right platforms
for effective engagement, optimizing its advertising spend.

9. The solution
Daily channel-by-channel viewing data from Singtel TV subscribers was
combined with insights from Singtel’s Project Newsroom – a commissioned
report detailing household demographics and product consumption
information.
Using this data set, consumers who tuned in to watch
the Barclays Premier League (BPL) were identified
as OPPO’s most relevant target segment for the following
reasons:

10. Reason for targeting BPL
• BPL viewers had one of the highest purchase percentages (81%) for
consumer electronics.
• A majority (40%) of BPL viewers within the 20-39 age group and
32% were highly affluent (>$10,000 monthly household income) –
in line with OPPO’s aim of “capturing energetic young hearts”.
• These viewers are also steadfast seekers of the best in local food
and beverage (97%) – the R3 and N5’s superior smartphone
cameras being a perfect foil for these “foodstagraming”.

11. Results
• Increased brand awareness by engaging more than 243,000 BPL viewers per month
from October 2014 to December 2014.
• Association with the most watched football league reinforced OPPO’s premium
positioning.
• Optimised media plan across both “live” and repeat BPL matches by airing an OPPO
TVC to reach out to its target audience of young, affluent and tech-savvy consumers.
• Brand integration within Goals HQ, a top-rating show on Singtel TV hosted by
celebrity host Tabitha Nauser, where coverage on the OPPO launch event was
seamlessly incorporated.
• Product giveaways and in-store footage which encouraged product trials and drove
foot traffic to the OPPO Concept Store from October 2014 to December 2014.

12. Results
• Content marketing and online re-targeting to highlight product
features, driving preference across online and mobile platforms.
These efforts engaged more than 1.3 million active monthly users,
with resultant click-through rates exceeding the industry
• inSing: “Live” social media coverage and a video of the OPPO
launch event on Facebook and YouTube, along with advertorials
and customised banners highlighting features of the N3 and R5.