Why is this work relevant for Integrated?

In this campaign, we first cooperated with artist to create a series of New Year visual of magical realism style. Then, we applied this magical New Year visual to the launch event, social media, and Weibo’s award ceremony. Meanwhile, we cooperated with news media, fashion media, fashion KOL and celebrities to generate relevant contents. In this way, we integrated all these media sources and contents to create a magical New Year for our young consumers.

Background

In the winter of 2018, OPPO launched R17 Series New Year Edition that was co-designed with Gucci’s illustrator Ignasi Monreal. OPPO created a Magical New Year to promote this product communicate to young consumers.

Describe the creative idea

Cooperate with artist: We invited Gucci’s illustrator Ignasi Monreal to redesign Chinese New Year paintings. Hold a unique launch event: We originally combined fashion show and smartphone launch events. Specialize social media ads: As social media can reach massive audience in a short time, we specialized different ads on the top two Chinese social media.

Describe the strategy

We created a special New Year to communicate to young consumers by redefining the three elements of New Year: the concept, the blessing and the party.

Describe the execution

Rebuild The New Year Concept We cooperated with Gucci’s illustrator Ignasi Monreal to redesign Chinese New Year paintings, phone appearance and derivatives with magical realism style and held a Magical Releasing Show which invited Yifeng Li, Emma Dumont and other top fashion KOLs. Send Blessings in An Innovative Way In this campaign, tailored New Year blessings were sent out to users from multi-platforms to interact with target audiences. We launched a multi-material advertising campaign on Chinese social media WeChat, a POP-UP H5 blessing card in OPPO OS Community which triggered by scanning the word “New Year” with OPPO’s AI screen reading feature, and Magical Like Effect on Chinese social media Weibo. Maximize the New Year Atmosphere We sponsored Weibo’s grand award ceremony pushed the campaign to its climax. Attending celebrities endorsed R17 Series New Year Edition and sent out their new year blessings.

List the results

OPPO has successfully presented an aesthetic and innovative Chinese New Year with a different approach. The two events have achieved 57 million unique video views. The WeChat ad has reached about 100 million young people in modern cities. The entire campaign has earned tremendous coverage from news media and fashion KOLs.