oppo finder communication plan
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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)
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