2. THe OBJECTIve
MAKE the Reno Series, the #1 series, in the mid-tier segment
BY positioning the all-new Reno 8T’s photo & video capabilities
ALONGSIDE highlighting its 3D curved screen that is the lightest ever
TO convince audiences to ‘upgrade’ to the Reno series
BY driving desirability and aspirational factor
THROUGH Reno Series brand ambassador Ranbir Kapoor
3. THE LANDSCAPE
Target Audience
24-34 Years
Tier 1 & Top Cities
Graduates
White-collars
Business-owners
Male & Female
Top performing genres
across all platforms:
Pop-culture
Humor
Unboxing videos cluttered with tech
experts, tech reviewers, journalists,
influencers, regular consumers. The
idea was to create content that is out of
the box and more than a discussion of a
phone.
Further research showed, our
audiences value ‘photography’ as the
main selling point for buying a new
smartphone.
Social Media
Celebrities
4. THE STRATEGY
Having understood what our audience was watching online and what were their key
buying factors for a smartphone, we spearheaded the idea that met at the intersection of
these interests.
We did the unexpected with a celebrity that’s always doing the expected. Ranbir Kapoor
has crafted a ‘goody two-shoes’ persona for himself for always entertaining his fans and the
paparazzi. Never losing his cool and always being patient.
Well, not anymore. We seeded a stunt clip of RK growing impatient and throwing away a
fan’s phone! And that’s it. The media and B’town fans went berserk!
It was only later revealed that RK had his fan’s best interests at heart! For he, gifted the fan
the all new OPPO Reno8 T!
5. 100+
Media Pages
Coverage
THE IMPACT
42 MN+
Video Views
4.1 MN+
Conversations
49 MN+
Twitter
Impressions
46 MN+
Reach
Top 1
Twitter
Trending
Capitalising on India’s bollywood fandom and their
love for controversy - we hit peak virality!
All everyone could talk about is how RK lost his cool
on a fan. Tabloid Pages/ Media Houses / Fan Clubs /
Meme pages- all sprung into action to ‘introspect’
why RK did what he did.
6. THE LAUNCH
Using the ‘phone-breaking’ moment we
conceptualised and produced a a bold ad
spot where the cast and crew of RK’s
upcoming film went ‘A Step Above’ to get
their hands on the Reno8 T!
184 MN
Impressions
4 MN+
Link Clicks
32.16%
In-Stream
VTR
59 MN+
Views
22.2 S
Average
View Time
7. THE SCALE
In order to push offline sales via the OPPO Experience
Consultants (OECs) i.e. their retailers/ distributors, we partnered to
create AI personalized videos that were sent to over 8,000 OECs
across India.
This was received extremely positively by the OECs who treated
this video like a badge of honor. RK not only mentioned their store
names but also encouraged their audience to visit their stores
and purchase the Reno8 T.
The result? All Reno8 T units sold out within the first week!
