OPPO - Mobile telecommunications
How do you reposition a tech brand for the global youth?
Scroll ↓
The challenge
Whilst at Re, I worked on a project with OPPO, China’s second largest smartphone brand. Since its inception OPPO has been a pioneer in innovative smartphone technology. But contrary to this, recent perceptions of the brand were that of a cheap imitation of the more globally leading brands.
The problem was two things. One, that the brand DNA had started to be misattributed. Two, that OPPO was struggling with negative associations of being superficial and juvenile. This was having a commercial impact as the target audience was being limited to young women in tier 3 areas of China.
My role was to get underneath the skin of this problem. Specifically, the OPPO business, global smartphone market and the young global consumer. From there, I could help the team properly define the problem and the opportunity as a result.
The insight
After an extensive immersion, it became clear that the opportunity was to shift perceptions by bringing the innovation story to the forefront. To stand out in a global arena, we positioned OPPO as a premium, global, cutting-edge tech brand with high design credentials. The perfect marriage of technology and design.
The solution
We articulated the strategy in a way that brought together high technology with high art. This new positioning enabled OPPO to own a space that felt more credible, serious and sophisticated.
This positioning was pivotal in OPPO becoming a tech company with a difference: aiming to be a global icon of design in the tech world.
Brand
-Strategy
-Positioning
-Aesthetic philosophy
-Identity assets
-Experience principles
-Product portfolio analysis
-Business Transformation
Digital
-Digital brand book
-Motion toolkit
-Digital assets
Team
-Studio - Re London
My role
-Research & insight
-Opportunity mapping
-Strategic analysis / ideation
-Workshop facilitation
-Senior client engagement
-Messaging crafting