Taking a step back, when we started to delve deeply into our target audience's insights, we uncovered a thrilling insight into the emerging "GenZ Excitement Seekers" audience. They are individuals who are always on the lookout for new experiences, especially immersive experiences that enable them to fully engage with themselves. This was made possible thanks to the help of technology, and clearly their behaviors too, for their passion about their mobile phones and tech-savvy attitudes. The expected outcome was that it allowed them to unlock their creative side and discover a different version of themselves.Another found insight was that technology empowered us on physical sites too. In this era, offline stunts fly higher thanks to digital shareability on social media. The immersive experience could be enhanced in a way that is much more engaging and unexpected than ever before. With the right choice of impactful KOLs, we definitely made stunts across channels to create 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 whole new immersive experience that provoked engagement, creativity, and self-expression among our young audience. Our big idea for the launch was to immerse them in the "Unlimited Me, in Portrait" experience. By creating multiple "first-time-ever" experiences and stunts to attract them, we then encouraged them to express themselves through the portrait they would see about themselves in new and exciting ways. We did this by experimenting with social, technological, and physical experiences.The idea was rolled out and revolved around innovative content with technology in mind. It included a hundred pieces of unique content across omnichannels. Some key content pieces could be named as a rainbow spectrum of visuals featuring seven different colors 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 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.Yes, stunts, stunts, and stunts did their jobs!

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.