Campaign details

Award show: ROI Festival
Award category: Event planning and management
Award level: Gold
Brand: Oppo
Brand owner: BBK 
Industry category: Electronics and computers
Campaign name: 'New Year's Strange Encounter'
Agency: Match
Release date: December 2018
Budget: RMB 10-20 million
Country: 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 been gradually forgotten by young people. Oppo hoped to reignite the enthusiasm for traditional culture among Chinese youths throughout the launch of the R17 Pro New Year Edition.

Objectives