OPPO puts real $1399 phones on posters for Reno13 launch in new work via YoungShand

OPPO is a massively popular mobile brand in India and China that’s quickly carving out a space in the NZ market. YoungShand (YS) was asked to launch the advanced new Reno13, an AI powered device aimed at young creators, to reflect the international platform idea, “Express Yourself”.  The challenge: get the attention of urban Kiwi creatives, and make OPPO relevant to a NZ audience.

First YS collaborated with seven local NZ street artists, reinterpreting the Reno13’s distinctive butterfly design to create an eye-catching series in outdoor, digital and social. No slogans, lifestyle shots or slick tech photography. Just beautiful individual visuals, with the Reno13 front and center.

But it didn’t stop there. OPPO secretly put five actual Reno13 Pros – worth $1,399 each – on the posters themselves, seeding clues on MaiFM… and watched the hunt begin. They were gone in minutes.

Says Eduardo Sampaio, Marketing Manager, OPPO NZ:  “I love how bold and simple the campaign is. No overthinking, no clutter. Just a clear message that captures the essence of the Reno13 Series without saying a word. We’re also very proud to support local Kiwi creators, who put so much care and craft into their works.”

Says Corey Chalmers, Chief Creative Officer, YS:  “Every client loves to see their product front and centre, and these fantastic artworks certainly do that. But we didn’t want to stop there. It’s pretty bold to put real, valuable phones on street posters, but Ed and team were up for it – as were the lucky winners who ruthlessly tracked the phones down. It was a great fun outdoor campaign. Thank goodness the phones were weatherproof, too.”

The integrated campaign launched in April across outdoor, social, digital, and radio.

Client: OPPO
Marketing Manager: Eduardo Sampaio

Creative/Media Agency: YoungShand
Chief Strategy Officer: Sue Kipling
Chief Creative Officer: Corey Chalmers
Executive Creative Director: Scott Maddox
Creative Director: Julie Spedding
Group Account Director: Bec Pivac
Senior Designer: Meagan Bach
Media Business Director: Jaimee Croot
Artists: Pepper Raccoon, Gwilym Devey, Robbi Carvalho, Stephen Templer, Margarita Vovna, Decypher – Guy Ellis, Marcus Watson

Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.