The Campaign

Insight: in the telecom segment, a large majority of ads push smartphone offers showing the device. We noticed that in advertising all phone home screens are used only for decorative purposes. The devices appear in press and outdoor materials with the screens covered in colorful graphical wallpapers that could be put to a better use. Creative idea: THE BACK HOME SCREENS. Together with the “Baby Back Home” NGO, on June 1st International Children’s Day, OPPO donated all mobile phone screens from its print and outdoor advertising to display pictures of missing children. In store, we changed the real devices’ home screens with missing children pictures. People could scan a QR Code to donate their phone home screens, establishing a direct link to the organization’s official WeChat account and a hotline number to offer relevant info.

Execution

OPPO donated its phone screens on advertising in Nanjing and major cities across China. Print, outdoor and in-store were part of the mix. The large retail network of OPPO (over 3000 stores in China) played an important part in the campaign, where missing children pictures appeared on real products. People were directly involved by replacing their home screen with pictures of missing children and scanned a QR code to follow the “Baby Back Home” NGO WeChat account. The action took place on June 1st, International Children’s Day, when people would be most open to help out in a cause that relates to children.

Without any additional costs, repurposing its large media network, OPPO brought huge publicity to the cause of missing children and receive valuable information on missing children with: 15.000 calls to the hotline on June 1st 600,000 QR code WeChat Shares on June 1st 6,000,000 ¥ worth re-purposed media

The Situation

How do you put your resources (advertising, stores) in the hands of the consumers for them to get involved in helping find missing children in China? We realized that a large majority of OPPO CHINA ads push smartphone offers showing the devices and in the ads, all phone home screens are used only for decorative purposes. The devices appear in press and outdoor materials with the screens covered in colorful graphical wallpapers. So we put them to better use: all phone home screens were changed with missing children pictures and a QR Code for people to donate their personal mobile phone screen

The Strategy

In China, 200.000 missing children nationwide per year and only 0,1% of children found. Target OPPO phone users and potential consumers that are exposed to OPPO advertising Approach We used our media channels (press, outdoor and retail), to spread the information of missing children, the WeChat QR code of “baby back home” NGO and the hotline number. People scanned the QR code to follow the organization’s official WeChat account to receive more information and, if they had information on any of the children, they were encouraged to call the hotline.