Taking a step back, when we began to delve deeply into our target audience's insights, we uncovered a thrilling discovery about the emerging "GenZ Excitement Seekers" audience. They were individuals who were not only highly active on various platforms but also easily triggered into social conversations, especially on certain topics like technology, individuals, or their sources of inspiration, also known as influencers/idols. To connect with this audience, we focused on creating an overwhelming conversation and engagement across mobile digital platforms by collaborating with the brand ambassador Son Tung M-TP, a new generation of KOLs, social communities, and consumer advocates.They were also individuals who were always on the lookout for new experiences that allowed them to unlock their creative side and explore a different version of themselves. They were tech-savvy and passionate about using mobile technology to express their unique identity. As a result, we discovered that the brand that resonated with these consumers was one that offered an immersive experience that fully engaged them with the product.From those insights, we generated an unprecedented buzz around the campaign and created excitement among our target audience, allowing them to explore different aspects of themselves and providing a unique and unforgettable experience

The launch was not just another new product launch; it was a provocative celebration of creativity, technology, and self-expression targeting the youth, with Son Tung M-TP as the trigger. Our big idea for the launch was "Unlimited Me, in Portrait." By not only encouraging them to express themselves, but specifically the portrait they would see about themselves in new and exciting ways, and we did just that through a mobile social digital first campaign, amplified by physical touchpoints later on. The idea was rolled out and revolved around creative content creation in mind. It included a hundred pieces of unique content across omnichannel. Some key content pieces could be named as a series of social visual stunt to generate social conversation before the launch, a first-of-its-kind 3D offline billboard with Son Tung M-TP revealing the Oppo new model transforming from a flower that flooded social media, a hybrid launch event between an on-the-ground offline private media event and an interactive online Facebook live-streaming version filled with interactive content and games, famous lead KOLs joining the challenges to share revealing stories and open limitless portraits with OPPO Reno7. And then Son Tung M-TP jumped in unexpectedly with the "first-time-ever" TikTok livestream to celebrate the collaboration between him and the brand, giving people a lot of excitement. Each of these elements was designed to generate buzz around OPPO's technology and encourage consumers to connect with Reno7 on a social level.Social assets played a crucial role in fostering a sense of community around Reno7. By engaging with target consumers on platforms such as Facebook, TikTok, and YouTube, and famous such as Thuy Tien, Khanh Vy, and Anh Tu, to participate in challenges and share revealing stories,  the campaign resonated with them on a deeply personal level and unlocked limitless portraits with the OPPO Reno7.

OPPO Reno7 was launched on as many channels and activities as we can tell. We created a colorful social storm by launching a branded social visual stunt featuring 7 different photos of the phone in 7 distinct colors. Consumers speculated that OPPO would have 7 colors exclusively for Vietnam, and the conversation went wild speculating about this news.As excitement peaked, a 3D billboard featuring Son Tung M-TP was launched on International Women’s Day at the busy Pham Ngoc Thach Street in central Saigon. Excitement seekers flocked to immortalize this memorable "gift" from OPPO by snapping pictures and sharing them online, resulting in tons of content featuring the product before its launch flooding mobile digital social spheres, generating awareness and premium imagery for OPPO.The official launch event, 8 days later, was a hybrid between an on-the-ground offline private media event and an interactive online Facebook live-streaming version filled with interactive content and games, guided by KOLs, and shared across their social channels with nearly 1 million real-time views.Famous lead KOLs, such as Thuy Tien (Vietnam's 1st Winner of Miss Grand International), Khanh Vy (a GenZ YouTuber and Facebook icon famous and admired for speaking 7 languages), and Anh Tu (a KOL singer and strong OPPO brand advocate), joined challenges to share revealing stories and open limitless portraits with OPPO Reno7.As more KOLs participated, buzz peaked when Son Tung M-TP launched his first and exclusive TikTok live stream revealing his 10-year collaboration with OPPO. So much excitement led to the livestream being awarded Top 1 Most Engaging TikTok Brand & KOL Livestream in Vietnam.In the end, there were more than 60 unique social assets created. These assets were impressively designed to socially engage consumers in an insightful and relevant manner, tying OPPO Portrait Expert camera technology with key consumer micro-moments. These activities were coupled with promotional activities across the favorite communities of the target audience to engage and trigger their content creator version of each of them, making the campaign go viral with a lot of buzz.

The OPPO Reno7's penetration into the mid-high market was remarkable, with an astounding 33,000 pre-orders before its launch, breaking records in OPPO's mid-high segment both locally and regionally.The campaign was a seamless integration of mobile technology from Facebook and Tiktok, enabling KOLs, celebrities, communities, and consumers to create and share "story-making" content across multiple online and offline platforms. This innovative approach effectively engaged Excitement Seekers, setting a new standard for smartphone communication.From awareness, engagement, to conversion, the entire campaign was strategically planned and executed with a thoughtful connection plan that delivered impressive results in both media and brand performance.The numbers speak for themselves: 25 million reach on Facebook and YouTube; 2.9 million interactions on Facebook (3 times more than the previous campaign); 6.3 million clicks on Facebook; 428.9K mentions based on social buzz (4 times more than the previous campaign); 133.9 million views for the campaign TVC across Facebook, Google, and Tiktok;  and OPPO Reno7 ranked top 1 share-of-voice (51.17% in the first 3 weeks of the campaign), surpassing direct competitors and the peak search index.