OPPO, a leading Chinese mobile phone manufacturer, made its debut in the Russian market in 2017.
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Strategy & Engagement
OPPO
aimed to raise brand awareness and enhance visibility, particularly in the Russian regions, while promoting its flagship smartphone, OPPO Reno 10x Zoom. The strategy involved leveraging creativity and innovation, aligning OPPO with the growing trend of mobile filmmaking.
In collaboration with the largest Outdoor Film Festival in Russia, OPPO launched “The Art of the Unexpected” competition, a short film contest that encouraged filmmakers to create scripts with surprise twists that would elicit a powerful reaction from viewers, symbolized by the term “OPA!” (a phrase used to express awe). This campaign highlighted the camera’s unique features while creating buzz among young, dynamic audiences in Russia.
Impact & Growth
The campaign garnered impressive results, with over 500 script submissions from amateur and professional directors, showcasing the high level of engagement and interest in mobile filmmaking.
Raised OPPO’s brand awareness in Russia, reaching millions and showcasing mobile filmmaking.
OPPO
Eight finalists, chosen by a jury of industry stars, were given the chance to bring their scripts to life, showcasing the creative potential of smartphones in filmmaking. The films produced during the competition were showcased in over 2,000 screenings throughout Russia, reaching more than 454,000 viewers, thereby amplifying OPPO’s presence and impact.
The campaign not only increased OPPO’s visibility in the Russian market but also attracted significant media attention, resulting in more than 60 million media impressions. This success positioned OPPO as a forward-thinking brand in mobile technology and creative expression.
