OPPO’s CMO on going beyond 3D activations in a media-saturated landscape

Amidst dwindling attention spans and the plethora of content available to consumers at any given moment, brands have been flexing their creative muscles to cut through the clutter and reach their target consumers. One such way is the use of 3D out-of-home (OOH) and fake-out-of-home (FOOH) activations with brands such as CeraVe, Glico, Shopee Malaysia and OPPO leveraging such activations.

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Recently, in Singapore, smartphone brand OPPO launched a 3D OOH advertising campaign in Singapore titled "The Champion foldables, reimagined", where the campaign celebrated its official sponsorship of the UEFA champions League and the launch of the OPPO Find N3 phone series. As part of the 3D advertising campaign, a football and the Find N3 Flip will fly out of the screen in a 30-second advertisement.

In a conversation with MARKETING-INTERACTIVE, Dylan Yu, OPPO Singapore’s chief marketing officer said to make an impact in today's busy ad space,  marketers must prioritise creating 360-marketing campaigns that leverage a targeted approach. Commenting on the 3D OOH scene, he shares that as awareness grows regarding its advantage, more brands are likely to begin explore this form of advertising, leading to its increased popularity in the advertising space.

But the difference is in integrating online and offline together. For example, OPPO’s latest 3D campaign also led to a high share of voice on social media due to its wow factor. Yu added that the recipe for success in OPPO’s marketing formula is tailoring the marketing strategies to reach and engage with particular demographics that may be neglected by large-scale activations.

“In today’s media-saturated landscape, the touchpoints through which customers access information has greatly increased, expanding the dimensions of brand communication,” he said. “Therefore, significant emphasis must be placed on market analysis and strategic research to maximise communication effectiveness,” he explained.

OPPO is a big believer in reaching its target audience through localised engagements and personalised experiences that emphasise building a community. For example, it had a series of photography masterclasses for its customers. “This series aims to convey OPPO’s philosophy of having technology bring a sense of comfort and inspire creativity,” said Yu.

“We gave our members a chance to capture their creative expression through the advanced photographic capabilities of the flagship OPPO Find N3, showing the My OPPO community a unique way to blend art and technology,” Yu added.

Another method OPPO uses to engage its consumers beyond large-scale activations is through a mobile app membership. 

“By actively engaging with local communities and Singaporean society, we will spotlight OPPO's strengths in mobile photography and product design, nurturing a deeper emotional bond with local consumers,” he said.

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