Oppo stages a 'New Year's Strange Encounter' for its R17 launch in China

Jenny Chan

Though Oppo's R17 launch campaign was the embodiment of oddness, it was a successful concoction of event marketing, artistic creations, and brand-building with cultural elements.

Campaign details

Award show: ROI FestivalAward category: Event planning and managementAward level: GoldBrand: OppoBrand owner: BBK Industry category: Electronics and computersCampaign name: 'New Year's Strange Encounter'Agency: MatchRelease date: December 2018Budget: RMB 10-20 millionCountry: China

Background

In 2018, the launch of the R17 Pro model, a mid-range smartphone of Oppo, coincided with New Year's Day in the Western calendar, leading into the Chinese New Year period. In recent years, many traditional rituals and customs that are part of the Chinese New Year festival have...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands