In the fast-paced world of technology, OPPO Singapore has emerged as a beacon of innovation and marketing excellence. Transitioning from a mass market to a premium tech brand, OPPO has captivated consumers with its flagship foldable smartphone, the OPPO Find N3, through a highly successful 360 marketing campaign. We had the privilege to talk to Dylan Yu, marketing director at OPPO Singapore, to delve into the strategies that propelled OPPO into the limelight. With a rich background in marketing and a deep understanding of consumer behavior, Dylan offers invaluable insights into the creative and strategic initiatives that have defined OPPO Singapore’s success.
OPPO Singapore recently had a highly successful 360 marketing campaign to promote the OPPO Find N3, the flagship foldable smartphone. This campaign garnered significant share of voice in Singapore. Can you share with us some of the key strategies behind its success?
The launch of the OPPO Find N3 in Singapore marked our entry into the premium smartphone market, transitioning from a mass affordable brand to a premium tech brand. With this launch, we collaborated with leading media publications, such as The Straits Times, The Business Times, and HardwareZone on various ad campaigns. These ad campaigns brought the launch of the OPPO Find N3 to the forefront of media attention, creating buzz amongst our consumers. The ad collaborations allowed us to better customise our delivery strategy, leading to the creative production of our first 3D OOH advertisement in the region. As part of our commitment to the Singapore market, we held the launch event for the OPPO Find N3 here in Singapore, portraying Singapore as one of OPPO’s important key markets.
Moreover, OPPO Singapore initiated strategic collaborations with sports and photography communities in Singapore. Through inviting top international football star to our launch event of the OPPO Find N3, we greatly expanded the brand visibility and awareness in the region. Following the launch, we further engaged with key male target audiences by hosting exclusive soccer fan club gatherings with StarHub, one of the major telcos in Singapore, which helped to increase our customer loyalty. Furthermore, OPPO Singapore facilitated product trials and provided photo skill sharing from professionals to empower local influencers and customers to experience the product’s breakthroughs in mobile photography, first hand. Examples of such events include the OPPO STUDIO POP-UP at Orchard and photography exhibitions with NYLON Magazine.
Finally, the OPPO Find N3 campaign rounded out with various offline activities, such as anniversary parties with ELLE, fashion summits with VOGUE, and business seminars with Forbes, to provide more experiential opportunities for our consumers to interact with our products.
OPPO Singapore has initiated several key local initiatives to engage with the Singaporean customers and community, including the recently launched tailor-made photography masterclasses exclusively for My OPPO community in Singapore. Can you provide us some insights into these initiatives and their impact on OPPO’s brand presence in Singapore?
The “Breathing Architecture” series of masterclasses demonstrates OPPO’s commitment to strengthening connections with the local photography community, while showcasing the beauty of Singapore’s exceptional architectural features, and highlighting the advanced photographic capabilities of the flagship OPPO Find N3. In collaboration with renowned local photographer Wilson Wong, we aim to bridge the local My OPPO community with art and technology. OPPO Singapore is dedicated to providing personalised marketing experiences for our customers in Singapore. Through My OPPO, our exclusive community, we offer unique opportunities to our valued customers. As such, the Photography Masterclass Series is tailored specifically for the Singapore market. Reflecting OPPO’s philosophy that technology should give a sense of comfort and add creative freedom to life, the masterclass is named “Breathing Architecture,” encouraging our community members to capture the unique beauty of Singapore’s green buildings, foster creative expression and elevate their sense of aesthetics. Furthermore, OPPO sought to bring the uniquely Singaporean architectural feature of blending nature with the built environment to the attention of our local photography community, showing appreciation for the aesthetic of this “Breathing Architecture”, highlighting the importance of sustainability.
We have already conducted two successful sessions, the first at Jewel Changi and the second at Flower Dome, Gardens by the Bay. Both events received positive feedback from the community, inspiring us to continue and expand this series of special photography classes in Singapore.
What are your views on the future marketing strategy in Singapore? How OPPO is implementing emerging tech trends such as AI, being at the forefront of the latest technology?
With a decade-long presence in the Singapore market, OPPO remains committed to providing Singaporean consumers with innovative products. Through diverse marketing approaches and interactions, such as showcasing foldable phones and flagship imaging capabilities, we aim to reinforce trust and loyalty between the brand and local customers.
Tailored communication projects, infused with local characteristics, will be developed specifically for the Singapore market. By engaging with local communities and society, we will highlight OPPO’s brand strengths in mobile photography and product aesthetics, fostering a stronger emotional connection with local consumers.
Emphasizing Technological Innovation: OPPO will continue to showcase its forward-thinking approach and technological prowess as a leading brand. By showcasing the latest AI technology and product innovations, we aim to highlight our brand’s uniqueness. Through effective communication and resource utilization, we will support local technology innovation teams and foster industry cooperation, driving positive developments in the Singapore market.
OPPO has been known for its innovation in the smartphone industry. Can you share how OPPO fosters a culture of innovation within the company and how this culture has contributed to the development of cutting-edge products like the OPPO Find N3?
OPPO fosters a culture of innovation by prioritizing customer experience. For example, Zhou Yibao, our foldable phone division director, encountered network issues while on a water bus in Thailand. Recognizing the importance of reliable reception for customers, he swiftly collaborated with the R&D team to enhance phone performance along river routes. This dedication to improving the customer experience has been instrumental in OPPO’s brand growth in Southeast Asia.
The development of the OPPO Find N3 was driven by a relentless focus on customer experience, resulting in a game-changing product with a luxurious build, high-end imaging, and advanced multitasking features. The Find N3’s innovative design, including its 7.8-inch unfolded display and “Boundless View” multitasking, offers users an immersive experience. OPPO’s culture of innovation has contributed to the Find N3’s success, positioning it as one of the leading best-selling foldable phone brands in Singapore.
Moving forward, OPPO will continue to introduce further advancements like AI assistants and innovative mobile devices, maintaining its leadership in the industry.
With increasing global focus on environmental sustainability, we are curious to learn about OPPO’s initiatives towards sustainability in its operations, products, and packaging. How does OPPO plan to integrate sustainability into its marketing and product development strategies moving forward?
OPPO has always been committed to sustainability, embodying our mission of “Technology for Mankind, Kindness for the World.” We integrate social responsibility into our business practices to contribute to sustainable development.
In our operations, we prioritize building a green and low-carbon business model to create an environmental-friendly value chain. Annually, we publish our Sustainability Report, outlining our strategies and goals toward sustainability. One key objective is environmental protection, with a pledge to achieve carbon neutrality across our operations by 2050. Furthermore, OPPO has established a product recycling system, offering trade-in services to promote the recycling and reuse of used mobile phones.
Moving forward, OPPO Singapore is actively seeking marketing collaborations with global organizations in Singapore to explore how we can work together to raise the awareness for sustainability and address climate change challenges.
Reflecting on OPPO’s recent successes and initiatives in marketing, innovation, and sustainability, how do you envision these strategies evolving to meet the future demands of the tech industry and consumer expectations? Additionally, how does OPPO plan to maintain its competitive edge in the rapidly changing landscape of global technology and sustainability trends?
Innovation and sustainability are foundational pillars of our operations, and we are committed to further integrating them into our core business practices and product development processes. OPPO will continue to invest heavily in research and development to pioneer cutting-edge technologies that address emerging consumer needs and preferences. This includes advancements in AI, 5G, 6G, Internet of Things (IoT), and other areas where OPPO has already made significant strides.
Recently, OPPO has published two new white papers, unveiling its vision for the transformational role that 6G will play in the future communications industry. The two new white papers — the 2023 OPPO 6G White Paper and the OPPO 6G Security White Paper – look ahead to the new possibilities represented by a new era of intelligent connectivity and outline a tangible blueprint for the future of 6G.
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To maintain our competitive edge in the rapidly evolving landscape of global technology and sustainability trends, OPPO will continue fostering a culture of innovation and agility by closely monitor market trends and consumer preferences. Moreover, OPPO will leverage strategic partnerships to stay at the forefront of industry developments. For instance, we are actively engaging with tech startups, including ApsenTek, HUAYI, and CloudSteth, providing them with essential support to bring their innovations to fruition. Through collaboration, OPPO applies their ideas to our wide range of products, driving continuous innovation and addressing evolving consumer demands.
Reflecting on our enlightening conversation with Dylan Yu, it’s clear that OPPO Singapore is not just about selling smartphones; it’s about pioneering a future where technology enriches lives in sustainable and innovative ways. From its commitment to groundbreaking marketing strategies to its dedication to environmental sustainability and cutting-edge technology, OPPO is shaping the future of mobile technology. As OPPO continues to embrace the challenges and opportunities ahead, we look forward to witnessing how its strategies evolve to meet the ever-changing demands of the tech industry and consumer expectations. Under Dylan’s strategic leadership, OPPO Singapore is poised to maintain its competitive edge and redefine what’s possible in the world of technology.
