Title	BACK HOME SCREENS
Client	OPPO
Product / Service	MISSING CHILDREN CAMPAIGN
Category	B03. Social for Mobile
Entrant	PUBLICIS 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

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

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. Video URL   |   Supporting Webpage