Oppo Singapore ropes in micro-influencers, budding filmmakers to launch Reno2

For the launch of its Reno2 phone in Singapore, Chinese smartphone brand Oppo has come up with a couple of campaigns that lean heavily on crowdsourcing. The first is ‘Create Your World’ using Singaporean micro-influencers who specialise in photographs and videos like Tim Wah, Dan Ng, Andy Yong and Cloe Mak.

The second is ‘Be a Storygrapher’ which invites young Singaporeans to use the Reno2 to create short films that present their own take on Singapore. There are cash prizes, Oppo smartphones and an all expenses paid trip to Dubai up for grabs. 

Asked about the rationale behind the campaigns and the challenges in selling a relatively new brand to an audience that gravitates towards more established names, Oppo Singapore marketing director Dylan Yu said: “We don’t comment on other brands, but it is good to offer customers more choice. 

“The marketing challenge is how do we try to build a connection with value. I read a report that said 78% of consumers in Singapore look at value-for-money as a key driver.”

Through the crowd-sourced filmmaking campaign and the micro-influencer led initiative, Oppo intends showcasing its value-for-money proposition. Yu said: “People may not know about the difference we offer and so we need to educate them.

“We don’t just sell the brand name or the name of the function or feature – like our ultra-steady video – but try to showcase how you can use it to tell your story. And how it is worth the value that it adds to your life as a heavy social media user.” 

OPPO Reno2 Ultra Steady Video

Skate and slide through the week like a pro with the Ultra Steady Video on the #OPPOReno2 ????????

Posted by OPPO on Wednesday, October 2, 2019

Oppo is also relying on its network of concept stores across Singapore to spread the word. Yu believes these serve a purpose beyond purchase. He said: “Consumer behaviour is such that they take a final action via a contract with the telco, but this is a space for users to experience the difference. We do fan days or masterclass with influencers.”

Reno2 launched in China with 10 animated films. Asked about the degree of independence the local operations have when it comes to marketing, Yu said: “It is quite flexible at Oppo. From our headquarters, they give us a brief on the technology and the brand story. In Singapore, we went in for Oppo Maker and local experiences like road shows since we found that people here are more experience and sharing driven and trust word of mouth.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing