Chinese telco and consumer electronics giant OPPO (Guangdong Oppo Mobile Telecommunications Corp) rolled out a brand and product campaign in Malaysia promoting its Reno7 Series 5G called ‘The Portrait Expert’ which was fronted by athlete ambassador and badminton super star Lee Zii Jia.
The campaign, conceived and created by agency Ensemble Worldwide Malaysia, features the 2019 Southeast Asian Games and 2021 All England Open champion personify the multifaceted personalities of the younger generation.
The integrated creative Lee Zii Jia showcases various different aspects of his personality and interests – from international sports star, national hero, nature enthusiast and musician – all facets are captured by the OPPO Reno7 Series 5G ‘The Portrait Expert’.
The campaign’s planning and creative development stage saw the OPPO and agency team work closely with Lee Zii Jia through the process: listening to his passions and points of view and understanding his journey. Part of this process included understanding how he has endured negative social comments, comparisons and unexpected setbacks, and yet has remained focused on his goals and passions.
The aim of sharing his multifaceted self is to offer inspiration and hope to all young Malaysians.
The campaign is spearheaded by a hero film and backed by a supporting set of social content and it introduces a fresh ‘Unlimited Me, in Portrait’ tagline which seeks to invite viewers to capture and showcase the different sides of themselves via self portraits (selfies) using the OPPO Reno7.
Yahoo! Lee Zii Jia menang lagi, tahniah la..harini straight set, motivate giler CMO OPPO Friday Night ni terbaik ahFuhh, kasi pukul lagi semi final nanti! #GermanOpen2022 #OPPOReno7Series5G #ThePortraitExpert pic.twitter.com/QLgxXuMNid
— OPPO Malaysia (@OPPOMalaysia) March 11, 2022
Korang nak rahsia potret mcm CMO Lee Zii Jia tak? Pastu menang hadiah up to RM8,000+? Sertai kuiz ‘Unleash Your Personality in Portrait’ sekarang! Share gak result kt FB page + hashtag #OPPOReno7Series5G & #ThePortraitExpert, peluang menang cerah!Join: https://t.co/zPHZ49mQVa pic.twitter.com/Od0IoigUng
— OPPO Malaysia (@OPPOMalaysia) March 11, 2022
Better luck next time, CMO dah cuba yang sebaik mungkin..at least termotivasi sikitla jugak kitorang tengok aksi tadi, just not your day la..still, give some Love for Lee Zii Jia yall~❤️ #GermanOpen2022 #OPPOReno7Series5G #ThePortraitExpert pic.twitter.com/O3Bfe1um2B
— OPPO Malaysia (@OPPOMalaysia) March 12, 2022
As the marketing burst evolves through the Spring, Malaysians will be given opportunities to interact directly with Lee Zii Jia via the OPPO Instagram channel as he expands his brand ambassador role.
“In Asian culture, children are told to be obedient, and conform to the norm. In fact, being different is considered weird, and shunned by many of the older, more traditional generations. However, this isn’t something that sits well with the native internet youngsters,” explained Ensemble Worldwide Creative Director Norman Tang. “The idea to tell this story came from a multitude of very real stories from this generation’s challenges; having to conform and live up to society’s expectations. Today, they aspire for more, hungry to live their unlimited selves and capture them in portrait. We wanted to show that fears and doubts are a normal part of life faced by everyone, even celebrities and athletes. The empowerment story we want to share is that no matter what your story is perceived to be, you can always experiment, have fun and show the world your best sides.”
OPPO Malaysia Marketing Director Nikki Chen added: “Smartphones are very much a part and parcel of daily life for the younger generation. More than just a phone, the OPPO Reno7 Series 5G captures the portraits of life, serving as an extension to document whatever they do. With the DSLR-like Portrait Mode, they can grab the finer details of life scintillatingly, and the Bokeh Flare Portrait Video enables them to record unforgettable moments with dreamy, beautiful bokeh effects. We want Malaysians to know that they can take the best portraits, no matter what, and show their best selves with the OPPO Reno7 Series 5G. The Ensemble team has beautifully encapsulated this message of individuality and diversity so younger Malaysians can express their very best selves in any situation.”
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OPPO, which is headquartered in Dongguan (Guangdong) and is best known for its smartphones, smart devices, audio devices, power banks and other electronic products, makes sport a key pillar of its marketing strategy. Amongst its major sports properties are its partnership with tennis Grand Slams Roland Garros (with its 2020 ‘Rising Stars’ activation) and Wimbledon (with its ‘Play With Heart’ 2021 campaign).
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