Smartphone brand OPPO F-series has hit the 10-million-user mark in a matter of five years since launch; and it is to celebrate this massive landmark that Taproot Dentsu, in association with OPPO, has decided to launch a fresh campaign that commemorates the brand’s latest success in the F-series family.
Launched in the year 2016, the OPPO F-series has become a preferred smartphone brand amongst young millennials; and the ‘10 million’ milestone only stands as a testament to the popularity and success that the brand has achieved in these five years.
Titled #10millionstories, the new campaign celebrates the milestone by featuring real stories of F-series users who showcase how they use their phones in their everyday lives. The ask for Taproot Dentsu, the creative agency from the house of dentsu India, was to create an engaging and participative campaign that would encourage an inflow of user testimonials. The focus was to create a medium for the users to express their love for the brand and share their experience with the phone.
While working on the campaign, the team spoke to real F-series users to know their first-hand experience/s with their phones. They further aimed to find out which factors of the brand and its products were helping drive loyalty. As users narrated several anecdotes about how awesome their F-series phone was, the phone camera and OPPO’s fast charge technology emerged as the key features that made this phone perfect for youngsters. Inspired by these features and real anecdotes, the agency has created two digital films for the campaign.
While one film titled ‘Bhullakkad’ features the fast-charge technology that will not let the users miss out on any opportunity, the other film titled ‘Maria’ showcases their love for photography, always ignited by a good camera at hand. The light-hearted videos have been followed up with a social media campaign that invites users to share their OPPO stories.
Titus Upputuru, Creative Head, Taproot Dentsu Gurgaon said, “We all have that one member in the family who is so good at photography that she or he ends up being chased by everyone for a good photo. My niece happens to be one of them! Much to her dismay, everyone goes about chasing her for a great photo. But the thing is, she also loves taking photographs. We believe youngsters will empathise with Maria’s predicament who depends on her OPPO phone for great photos. The second story is the story of a ‘Bhullakad’. Because of their hectic lifestyles and hunger to pack in so much into their days, youngsters tend to be forgetful. That’s when OPPO’s fast charge comes in handy. We had fun shooting the campaigns. Who said testimonials have to be boring; because cameras can speak!”
Campaign elements: Digital
Client: OPPO Mobiles India Pvt Ltd
Creative Agency: Taproot Dentsu
Office Head: Abhinav Kaushik
Creative Head: Titus Upputuru
Creative Team: Titus Upputuru, Utsav Chaudhary
Account Management: Payal Dhawan,
Planning team: Rabia Khandelwal
Films: Kriti Khandelwal
Director (of the film): Shai Samtaney
Producer: Rudra Mawani
Production House: Jungle Films