When talking about OPPO’s advertising and marketing history, the distinctive label of celebrities is always unavoidable.

It once dominated half of the entertainment industry. At its peak, it had Lu Han, Li Yifeng, Yang Mi, Yang Yang, Dilireba, William Chan, Wang Junkai, Jackson Yee, Wang Yuan, Hebe, Jay Chou...

OPPO, whose celebrity endorsement family can form a football team, has an "outrageous" level of belief in celebrities and was once bombarded by netizens, saying "Without inviting celebrities, OPPO 's advertising will not survive."

But recently I found that OPPO has changed.

OPPO not only did not fail to survive without its celebrity spokespersons, but it is doing better and better.

Don't believe it? Just look at OPPO’s recent marketing actions and the answer will become clear.

1. The dream-like linkage with Conan IP has set off a wave of nostalgic sentiments

Recently, OPPO and the classic animation "Detective Conan" launched a limited joint model, which is undoubtedly a sudden big surprise for Conan fans.

As a Conan customized phone, OPPO has restored the animation elements to the greatest extent, demonstrating its excellent customization skills.

The outer packaging box is designed in the shape of the Maori Detective Agency, and the back cover of the phone is painted with Conan, Xiaolan and a picture of the two of them in the same frame in the form of comic storyboards. Reading Conan’s classic line "There is only one truth" can trigger the color change, which means "dong dong conveys love" and is also the embodiment of OPPO's brand slogan "You shine in my eyes."

Coinciding with the golden marketing opportunity of Chinese Valentine's Day, OPPO specially launched a short film for Chinese Valentine's Day, telling the sweet story of Shinichi and Xiaolan using mobile phones to express their longing for each other at a fireworks display surrounded by a crowd of people.

Not only that, OPPO also quoted Conan's style, making the new product launch conference feel like a suspense movie. The confusing process clues and immersive special effects experience fully demonstrate the Conan elements .

In this collaboration, it is not difficult to see OPPO's careful consideration of the animation plot, characters and lines, which has brought back a wave of nostalgia. No wonder it was praised by Conan fans as the most sincere and creative IP collaboration so far.

2. Join hands with Wang Jianguo and Hu Lan to open a new era of talk show

OPPO released a new generation of smartwatch, OPPO Watch 2, and invited well-known talk show actors Wang Jianguo and Hu Lan to act in the promotional video, but their voices were only heard but not seen.

They transformed themselves into the protagonists of clay animations and gave a hilarious talk show in a virtual scene.

The short film combines the character traits of Wang Jianguo and Hu Lan, and designs the story chapters into five small theaters: "The Long, Long Vacation", "The Attack of the Fatty", "The Birth of the Runner-up", "The Cultivation of an Old Driver", and "Silly Snoring", which correspond to the relevant functional points of the watch one by one, with a clear context and theme.

If you watch this cartoon carefully, you will find that it contains a lot of funny jokes. For example, Wang Jianguo’s eternal second stalk, and the homophonic stalks such as Dai (Dai) Biao and Liu Anhuaming You (you) Yicun, grasp the essence of the role just right.

OPPO successfully created the first two-dimensional talk show. The fresh combination of clay + talk show has successfully broken the dimensional wall.

3. Open "Love 2" correctly and hold high the CP banner

"Love in Your Heart", known as the pinnacle of Thai BL dramas, finally ushered in the second season after the audience's eager anticipation. However, the bloody and confusing plot and the completely collapsed characters have broken the hearts of bkpp girls.

Insighting the fans' "unsatisfied" emotions, OPPO struck while the iron was hot and invited the original director of the first season to shoot a commercial for the new product OPPO Reno6.

However, this time OPPO did not just engage in superficial cooperation. Instead, based on the spiritual core of the TV series , it allowed the two leading actors to live in a new parallel time and space, continuing the teenagers' pure feelings of supporting each other and being brave and fearless in the new story, giving the TV series a perfect ending.

OPPO acts as the leader of the CP fan group and the official takes the lead in supporting CP, which accurately caters to the emotional demands of fans and fills the fans' unwillingness and regrets.

This short film was also regarded by fans as the true ending version of "With Love 2". It was spontaneously forwarded and spread among the fan community, captured the hearts of bkpp girls, and successfully attracted countless fans.

4. Taking advantage of the launch of Zhurong to pay tribute to the romance of Mars

On May 15, the good news that Zhurong had successfully landed came from 200 million kilometers away. To commemorate this great historic moment, OPPO launched the Find X3 Pro Mars Exploration Edition.

OPPO also took the opportunity to launch a TVC, following the footsteps of a little boy who loves space science, passing through the streets and alleys, jungles and wilderness, and finally coming to the mountains to release his own small rocket. This action echoed the ascent of the Zhurong. Running along the way is the pace of human exploration of the mysteries of the universe.

The ever-changing scenery in the short film demonstrates the powerful color performance of the OPPO Mars Exploration Edition phone, bringing a romantic atmosphere and artistic beauty.

By perfectly integrating product features with current affairs, OPPO has shown us the correct way to follow hot topics.

5. The "Lovely Green Wind" blows to interpret the spring love story

We all say that spring is the best season for falling in love. OPPO has brought a sweet love short film "Love in the Breeze" in spring, telling the ignorant thoughts of boys and girls.

White shirt, pleated skirt, sea breeze, beach, and sunshine are filled with the breath of youth. Inadvertently saying the wrong lines, cautiously testing each other, not daring to reveal one's true feelings, these ambiguous and thrilling little actions are the sweet troubles of adolescence.

OPPO delicately portrays the secret love story of spring, evoking those familiar memories that have been sealed away in time, touching the heartstrings of the audience, and grasping the emotions just right.

After watching this short film, who wouldn’t want to fall in love?

6. Conclusion

It is undeniable that OPPO’s rising fame is inseparable from the star effect. The overwhelming family of celebrity endorsements has helped OPPO stand out in the fierce mobile phone market and win the support of a large number of fans.

But now that we have entered a period of weak user growth, celebrity traffic is no longer a "panacea". OPPO removed the celebrity label, focused on product quality, and carried out marketing with creativity and sincerity, which actually attracted more fans.

OPPO has proved that advertisements without popular stars can also look good!

Author: Top Advertising

Source: Top Advertising (idea1408)