The document outlines a campaign by Oppo to address the issue of fatherhood and encourage dads to prioritize time with their children over technology use. Targeting young Vietnamese parents, especially fathers, the campaign aims to promote a community-friendly brand image through emotional content marketing and a dedicated online platform with parenting-related resources. The campaign includes interactive microsite features, educational materials, and various media strategies to enhance public awareness and engagement over an 11-month period.

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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3. Target Audiences & Key Message
• This campaign aims to appeal to young Vietnamese parents/parents-to-be (aged from 25-35) who
have modern way of life and is surrounded by technology devices on a daily basis.
• The campaign focuses more on male audiences in order for them to absorb its emotional
fatherhood message.
Key Message: Technology and electronic devices can never replace family
bonding. Put the phone down to truly be in-the-moment with your children.
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4. OPPO’s Brief
• OPPO needs a platform containing unique
information, articles and video clips of the reality
show “Dad! Where are we going?”, as well as
parenting-related content to best deliver the
campaign’s message.
• Promoting this platform on Admicro’s ad network
to reach more target audiences
• Admicro takes the role of leading the content
direction and proposing creative ideas.
• The campaign will run from 10/2014 –11/2015.
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5. The Opportunity We See
• Recently, none of recent content marketing campaigns has
leveraged the specific subject of fatherhood.
• OPPO smartphone sponsors the reality TV programme “Dad!
Where are we going?”, which teams fathers and their children
together against other father/child duos to accomplish certain
tasks – without the aid of technology.
• OPPO smartphone creates campaign “Làm Cha Cần Cả Đôi Tay”
to encourages dads to put their phones down, and spend more
time with their kids.
• We are ambitious to help a smartphone brand address the
subject of fatherhood on an emotional level to raise public
awareness, rather than just promoting the brand’s products.
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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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7. PLATFORM SOLUTION

8. Platform Building
• As a content hub, microsite must be able
to host videos, online activities as well as
to update articles daily.
• To promote for the TV programme and
client’s key message, we created 4 tabs
with distinctive functions and features.
• The microsite are built with strong
capacity to handle large traffics at any
time.
• Tab “Quà Của Bố” are specially designed,
so its format can be flexibly changed to
host different types of online activities
(including game and online survey).
- Aims to educate
readers about harms
of smartphone
addiction, and
profound
consequences of not
spending enough time
with their kids.
Hosts online
activities to
increase
interaction and
engagement of
readers with
microsite.
Contains all
information
and video
clips of the
TV
programme”.
- Aims to provide readers
with useful information for
their parenthood, also to
encourage them to spend
more time cherishing
family bonding.
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9. Microsite Building Process
1
Microsite Building
Microsite Launching
Activity 1 Running
Activity 2 Running
Traffic Maintaining
Oct. 2014
Jan. 2015
Mid
Jan. 2015
Arp. 2015
onwards
Mar. 2015
www.lamchacancadoitay.vn
See Microsite
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10. CONTENT SOLUTION

11. Content Planning
A content plan is generated to ensure all content used in paid media, on microsite
and in microsite-based activities must be in line with the following 2 content flows:
• Educating public about the harm of not spending enough time with family &
how smartphones can make parenting an easier job.
• Promoting the TV programme and attracting users to watch it on microsite.
Content Plan Generating
Owned Content Producing
Owned content is produced to enhance the campaign’s credibility:
• Many visual content articles are produced. These have captivated great interest of
target audiences and created many earned media.
• Interviews of the show’s players are conducted to provide the public with
exclusive information about the show.
See Demo See Demo
See Demo See Demo
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12. OWNED MEDIA SOLUTION

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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14. PAID MEDIA SOLUTION

15. Media Solution
Creating a media plan with a combination of various
advertising and PR formats to best promote the
campaign on Admicro’s ad network, and attract
traffics to microsite.
Balloon Ad
Promote microsite-based activities.
BoxApp PR Solutions (PR articles, Adpage, Viewplus)
Approach target audiences effectively by providing useful, emotional and
entertaining content, also communicating the campaign’s message clearer.
TVC Online
Leverage the effectiveness of TVC aired on TV and in
cinema by promoting it online to reach more
audiences.
Natively promote the
site’s content.
See Demo
See Demo See Demo See Demo
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16. WHAT WE HAVE ACHIEVED

17. Sessions
1,941,920Users
1,375,054
Pageviews
2,964,702
Duration
11 months
Microsite
Within 11 months (from 1/2015 to 11/2015), microsite had nearly
1.4 millionvisitors, obtained more than 1.9
million sessions and nearly 3 million sessions.
Microsite’s KPIs
01/2015 11/2015
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18. Media’s KPIs
Media
• All paid media have achieved beyond expected CTRs, which helped reduce the
promoting cost for the site.
• H-Big Balloon and iTVC has achieved impressive CTRs of 1.02% and 1.25%
respectively (almost double the estimated CTRs).
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Ad Format Impression Clicks Est. CTR (%)
Actual CTR
(%)
iTVC 6,730,576 84,052 0.7 1.25
Pre-roll 2,321,519 57,567 2 2.48
H-Big Balloon 52,237,261 537,213 0.7 1.02
BoxApp 34,956,072 136,902 0.3 0.39

19. PR Solutions’ KPIs
PR Articles
58
Earned
Shares on
other sites
1,252
Total Views
2,510,345
Total Likes
28,074
No. of time the
articles being
copied by other
sites
110
PR Solutions
Earned Media
19