VIETNAM — A smartphone maker discourages its target buyers from using its product — for very good reasons — in a new campaign for OPPO by BBDO Vietnam.
The campaign comprises two TV spots tied to the brand's sponsorship of a reality-TV show titled "Daddy, Where Are We Going?" in which father-child teams set out to accomplish tasks without the aid of technology.
According to OPPO Marketing Director Dang Quoc Cuong, "In these competitive times, what we needed from a crucial piece of communication was a refined, non-commercial feeling to tell the brand story."
"It’s refreshing when a smartphone commercial can address a real subject like fatherhood on an emotional level, rather than just touting functions," said Giao Phan, general manager of BBDO Vietnam. "It was a great brief, from a great client. And we had a lot of fun working on it."
The emotional approach of the campaign resembles that of telecom providers Dtac and AIS in neighboring Thailand.
Campaign credits
Client: OPPO Science & Technology Company
Agency: BBDO Vietnam
Production House: Epic
Director: Keir McFarlane
Read the original story on campaignasia.com.
