oppo finder communication plan

OPPOFINDER COMMUNICATION PLAN

by NIPITPON WINYANGKOOL

OPPO FINDER COMMUNICATION PLAN by NIPITPON WINYANGKOOL : Faculty of Commerce and Accountancy, Chulalongkorn University

AGENDA

Section 1• Why Finder?• Consumer voices• Honeycomb Model• Big Idea

Section 2• Finder : Communication Plan• Budget & Timeline

OPPO FINDER COMMUNICATION PLAN by NIPITPON WINYANGKOOL : Faculty of Commerce and Accountancy, Chulalongkorn University

SECTION 1

WHY FINDER?

• The world’s thinnest smart phone 6.65 mm• The latest Android version 4.0• CPU dual core qualcomm S3 snapdragon 1.5 GHz RAM 1GB• Gorilla Glass, Super AMOLED touch screen 4.3” 800*480 pixel• Camera 8m pixel (back), 1.3m pixel (front)• Ice cream sandwich 4.0 operating system• 1,500 mAh battery• THB 13,990

WHY FINDER?

TARGET : B/C+ >> M/F 25-35 yrs. with city lifestylePOSITIONING : smart phone to be smarter business peopleDATA COLLECTION• In-depth interview 10 targeted people

(Place : Silom, Sathorn, SiamSquare)• Phone review blogs• Website e.g. pantip.com, thaimobilecenter.com

CONSUMER VOICES

CONSUMER VOICESMy work life is so boring. It is not challenging at all. Where is the excitement? I really need something new in my life.

Phone is like my personal secretary. It helps me organize anything in life. I cannot live without the phone.

I have many duties in life. If I have to buy a new phone, the first factor to concern before buying is function. The price should be interesting as well.

Smart phone has to help us to be smart. We don’t want to miss any connection or anything!

I use the phone as a friend when I’m on travelling during my business trip or going anywhere.

CONSUMER VOICESOPPO FINDER. What is OPPO? I never heard the name of it before.

How is OPPO FINDER different from other smart phones?

Is OPPO FINDER a smart phone? I thought OPPO just has only a feature phone.

Is OPPO a brand from Korea or China? If it’s from China, how can we trust them?

I know OPPO, but I don’t know how good OPPO mobile phone is.

PHONE AS A FRIEND

NEWER

CHALLENGING

EXPERIENCE

SMARTER(APPEARANCE, LIFE & LIVING)

What do our target wants?

Ideal Custom

er Image

SymbolBase of

Authority

Functional Benefit

Brand Personality

Emotional

Benefit

Core ValuePOSSESSABLE HIGH-

QUALITY INNOVATION

HONEYCOMB MODEL by

DENTSU

B/C+, MIDDLE INCOME BUSINESS PEOPLE WITH

CITY LIFESTYLE

EXCITED WITH USER’S NEW EXPERIENCE

FAMOUS AND HIGH QUALITY STEREO BRAND

IN CHINA

QUALITY OF MATERIAL AND FULL FUNTION SMART PHONE

FRIENDLY, FUN, ACTIVE

BIG IDEA !

SMARTER LIFE’s EXCITEMENT

SECTION 2

• To build brand awareness among our targeted consumers• To increase sales volume by 30%• To build brand loyalty

COMMUNICATION GOALS

COMMUNICATION PLAN

Phase 1

AWARENESS

• FIND IT, TRY IT!• GRAND OPENING• TVC• PRINT Ads• OOH MEDIA• PRESENTER• PRODUCT TIE-IN

Phase 2

INTEREST > SEARCH > ACTION

• FINDER REVIEW BLOG

• FINDER FANPAGE• FINDER BOOTH :

THE WAIT IS OVER, THE FINDER IS HERE

Phase 3

SHARE

• WELCOME TO OPPO FINDER SOCIETY

• SMARTER WITH FINDER

• FSEMC : FINDER SURPRISING EXCLUSIVE MINI CONCERT

• FINDER MINI CARAVAN

OPPO FINDER COMMUNICATION PLAN by NIPITPON WINYANGKOOL : Faculty of Commerce and Accountancy, Chulalongkorn University

PHASE 1AWARENESS

FIND IT, TRY IT !• OPPO FINDER icon spreads out for 10 places all over Bangkok• Take a photo as a couple (2 people) with just only one icon (any places) out of ten and upload it via facebook, check-in and tag #OPPO FINDER• We will randomly select only one winner everyday for 30 days to get our prize (2*30=60 phones)• The prizes for winners are rights to join the OPPO FINDER grand opening event and surprising meet & greet with our surprising presenter and surprising band on that day. Of course, they will get OPPO FINDER for free on that they as well• We also have a surprising prize for the grand opening event joiner which is a round-trip air ticket Bangkok-Korea for 2 seats

GRAND OPENING• SURPRISING PRESENTER

• GUEST CELEBRITIES

GRAND OPENING• SURPRISING BAND

TV COMMERCIAL• EXCITING SERIES TVC

THE WORLD’S THINNEST SMART PHONE 6.65 MM > MORE INNOVATION

THE STYLISH-DESIGNED SMART PHONE > SMARTER APPEARANCE

THE QUALITY OF MATERIAL > MORE DURABILITY

PRINT ADsEXCITED WITH THE WORLD’S THINNEST SMARTPHONE 6.65MM

NEWER TOUCHING EXPERIENCE !

OOH MEDIA

PRESENTER• TIE-IN, ENDORSEMENT , SPONSORSHIP

PRESENTER• TIE-IN, ENDORSEMENT , SPONSORSHIP

PRODUCT TIE-IN

PHASE 2INTEREST > SEARCH >

ACTION

FINDER REVIEW BLOG

FINDER FANPAGE

FINDER BOOTH

PHASE 3SHARE

FINDER SOCIETY• FINDER members register their information and phone IMEI in the OPPO FINDER website.

• Every month, there will be a special privilege for FINDER members such as exciting activity to join as a group, discount for a meal at the restaurant, etc.

• Surprising gift for FINDER members such as free FINDER LINE sticker every 3 months.

FINDER SOCIETY

SMARTER WITH FINDER• Upload your picture with OPPO FINDER in the excited

feeling with your smarter life and short description explaining how your FINDER help you smarter in your way and your FINDER member number, then tag #OPPO FINDER.

• The top 100 most “like” pictures will get award to join FSEMC. Each winner can bring one friend with him. (100*2=200 seats)

FSEMC

FINDER MINI CARAVAN• FINDER = One who finds

• OPPO FINDER wants to bring you to find the meaning of life, the new experience in life which we translate “NEW EXPERIENCE” to the word “EXCITEMENT” linking to the word “JOURNEY”

• FINDER MINI CARAVAN is a one-day CSR activity which will bring FINDER members to do the good things as a caravan group travelling along the road.

FINDER MINI CARAVAN

BUDGET & TIMELINE

THB 39,300,000.00

OPPO FINDER COMMUNICATION PLAN by NIPITPON WINYANGKOOL : Faculty of Commerce and Accountancy, Chulalongkorn University