Case Background
OPPO is a globally leading technology brand with extensive experience in overseas markets. In 2023, during the UEFA Champions League, OPPO leveraged the influence of the Champions League and the fan appeal of football star KAKA, while also combining creative ways of interacting with users on Tuke, to further showcase the product highlights of the new OPPO Find N2 Flip smartphone and enhance the brand's awareness and favorability in the international market.
Solution
Tuke is a leading global short video platform, with a massive young user base and a wealth of content creation tools. To increase brand favorability, OPPO launched the #MakeYourMiracle brand campaign during the Champions League, integrating resources such as sports events, celebrity influence, and creative interactive gameplay, and comprehensively utilizing advertising products like Branded Mission, TopView, and Reach&Frequency to create a cross-border, cross-industry integrated marketing project.
To fully showcase the highlights of OPPO's new foldable phone and encourage user participation, the project adopted Tuke's unique duet split-screen format. Users could participate in the #MakeYourMiracle topic and duet with football star KAKA. On one hand, this duet allowed users to intuitively experience the charm of the new foldable phone; on the other hand, users could become "teammates" with KAKA, and under the witness of the OPPO Find N2 Flip, catch the football passed by KAKA, interact together to achieve a perfect shot, and create their own "miracle." This fun approach stimulated user engagement and increased attention and favorability for the brand and product.
Moreover, OPPO also invited influencers from different verticals in the Asia-Pacific region, such as lifestyle, beauty, and comedy, to energetically interpret the duet gameplay, conveying OPPO's sense of technology and achieving cross-category breakthroughs in sports, entertainment, and more. In addition, OPPO organized offline activities, inviting KAKA for O2O interaction, fully mobilizing KAKA fans' enthusiasm, and connecting online and offline engagement to enhance brand awareness and favorability in the Asia-Pacific region.
Marketing Results
With the dual support of the football star and the Tuke platform, OPPO gained widespread user attention in the Thai and Indonesian markets, with cumulative video impressions exceeding 170 million and over 12,000 user-generated creations. In the Thai market, brand awareness and technology perception increased by more than 5%, and favorability rose by 8.5%. In the Indonesian market, brand technology perception (Attitudes) soared by 13.9%, further deepening the public's preference for OPPO products.
