BACK HOME SCREENS

TitleBACK HOME SCREENS
ClientOPPO
Product / ServiceMISSING CHILDREN CAMPAIGN
CategoryB03. Social for Mobile
EntrantPUBLICIS SHANGHAI, CHINA
Idea Creation PUBLICIS SHANGHAI, CHINA
Idea Creation 2 PUBLICIS ROMANIA Bucharest, ROMANIA
PR PUBLICIS SHANGHAI, CHINA
PR 2 PUBLICIS ROMANIA Bucharest, ROMANIA
Production PUBLICIS SHANGHAI, CHINA
Production 2 PUBLICIS ROMANIA Bucharest, ROMANIA

The Campaign

• Potential for industry impact 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.

Creative 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

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.

Credits

Name Company Position
Eirk Vervroegen Publicis PWW Creative Director
Sheena Jeng Publicis Shanghai China Chair & Chief Creative Officer
Baodong Xie Publicis Shanghai Editor
Man Guo Publicis Beijing Account Executive
Jorg Riommi Publicis Romania Chief Creative Officer
Coobe Leung Publicis Shanghai Creative Director
Silviu Nedelschi Publicis Romania Group Creative Director
Da Ma Publicis Shanghai Creative Partner
Zaren Zhu Publicis Shanghai Associate Creative Director
Lilian Zhu Publicis Shanghai Group Head
Kyle Sha Publicis Shanghai Group Head
Romulus Petcan Publicis Romania Copywriter
Danny Sun Publicis Shanghai Designer
Gabriel Gherca Publicis Romania Art Director
Sky Hou Getsee Media Director
Raluca Lacob Publicis Romania Head of Strategy
Changjiang Wang Publicis Shanghai Deputy General Manager, BrandX
Maxine Niu Publicis Beijing Account Director
Links
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