OPPO Smart phone had idea to encourage Dads put the phone down and spend time with their children.
Admicro was responsible for planning, generating ideas, and execution campaign.
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Case study "Lam cha can ca doi tay" - OPPO
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2. Campaign Objectives
• Advertising Objectives:
– To raise the issue that fathers are often too focused on their work and gadgets, and not on real-
time experiences with their children.
– To educate audiences about consequences of parents spending not enough time with their
children, in order to encourage dads to put their phones down, and spend more time engaged in
activities with their kids.
– To encourage audiences to use smartphones smarter in parenting to bring themselves easier
parenthood and greater childhood for their kids.
• Branding Objective:
– To build and enhance a “community-friendlier” image of the brand OPPO Smartphone in long-term
by using cause-related marketing and emotional content marketing to help solve the society’s
issue.
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6. Admicro’s Solutions
Platform Solution
Build an online platform to
communicate the campaign’s
messages to public.
Paid Media
Solution
Owned Media
Solution
Content
Solution
Leading content direction for the
entire campaign.
Creating owned content for the
campaign.
Using media resources
(Admicro’s owned advertising
products and solutions) to
promote the campaign and
microsite on Admicro’s ad
network.
Creating microsite-based activities and
using paid media solution to promote
them in order to attract users to the site.
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13. Platform Utilisation
Creating microsite-based online activities:
• To increase public’s awareness of the
campaign by utilising the microsite’s content
and facility.
• To attract and stimulate users to visit and
interact with the site.
Activity 1: A day with your kids.
• Encouraging fathers to spend a day with
their kids, and not being distracted by
modern technologies. Winner were
rewarded with a voucher to join an activity
with their kids.
Activity 2: A hunt for mom’s 8/3 present.
• Users were invited to seek for the diamond
in the given photo. Lucky players were
rewarded with valuable gift from OPPO.
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