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OPPO Singapore
OPPO led Singapore's affordable smartphone market while holding no market share in the premium sector (products priced above SGD 1,700). Brand trackers indicated that OPPO's image lagged behind Samsung and Apple in "technology" and "professionalism," two crucial brand equities for the premium market.
In 2023 Q3, OPPO headquarters made a bold move into the premium and hi-tech sector by launching the high-end foldable phone flagships, Find N3 and Find N3 Flip, globally. This product launch was a significant repositioning campaign aimed at elevating OPPO from an affordable mass brand to a high-end tech brand. The campaign spanned three months, running from 19th October to 18th December 2023.
Instead of simply emulating the tech aspects of market leaders, OPPO cleverly translated "hi-tech" into a single-minded and actionable proposition to rapidly change the perceptions of its target users. With the launch of the Find N3 and Find N3 Flip, OPPO introduced an industry breakthrough: a traceless screen unique among foldable phones. This, combined with an upgraded camera, dispelled the myth that foldable phones have inferior photographic capabilities. OPPO's bold and aspirational proposition, "FOLDABLES REIMAGINED," aimed to challenge and redefine the market's expectations of foldable phones.
Strategy
OPPO executed a comprehensive strategy with the first-ever B2B global launch in Singapore, complemented by an integrated communication plan to maximize awareness of OPPO’s new technology. The campaign aimed for broad awareness and deep engagement, targeting early adopters with a bold Pop-up Studio for creative product trials and cross-brand partnerships to enhance brand consideration. To maintain sales momentum, OPPO organized continuous events such as business seminars, photography exhibitions, and tours.
To boost earned media exposure, OPPO ingeniously crafted various topics tailored for different media outlets. The brand leveraged Singapore's widest array of cross-brand partnerships to create diverse experiential occasions. Additionally, OPPO invested in micro-KOCs to deeply penetrate and engage selected target audiences, ensuring a robust and far-reaching campaign impact.
Results
Singapore’s new product sales KPI achievement rate topped all OPPO’s markets worldwide. In 2023, the launch sales were five times the last launch of the same series. The premium market share surged from 0% before the launch to 18% in two months. The total sales in 2023 were among Singapore's top three smartphone companies, standing shoulder-to-shoulder with traditional giants Samsung and Apple.
OPPO’s premium market shares jumped from 0% to 18% in two months, hitting the fastest sales KPI achievement rate among OPPO’s markets worldwide, 73.2% share of voice in tech media with over 50 million news views in total. 54% of buyers of new products were shifted from Samsung and Apple. Facebook and Instagram YoY growth was at 548% and 2,000%. The top three brand equities in the post-campaign survey were: camera capabilities (54%), OPPO’s technology (51%), and professionals (44%).
OPPO Singapore's successful run made it the global best sales achiever, a marketing marvel that made it possible for the strategic campaign to win the 2024 NYX Awards.
Credits
Entry Title: OPPO Singapore Hitting the Best Sales Achievement Worldwide
Entrant Company: OPPO Singapore
Winning Category: Strategic Campaign - Product Launch
Explore an in-depth detail of the E2 Profit Hunter here.
