OPPO launches new product in MY, wows consumers with fashion runway above water

Chinese electronics brand OPPO is strutting down the runway - by the pool, no less - to launch its latest lineup of phones.

The launch event featured the OPPO Reno 13 Pro 5G, Reno 13 F 5G and Reno 13 5G phones and aimed to place emphasis on the Reno13's key features such as its AI-powered camera system, butterfly-inspired design as well as its IP69 water and dust resistance feature. In doing so, the brand hosted a fashion show by the pool, all while earning recognition from the Malaysia Book of Records for organising the "Longest tech fashion runway on a pool". 

In conversation with A+M, Monica Chin, head of marketing, OPPO Malaysia said that the pool and venue at Arena sukan Kuala Lumpur provided a great opportunity for the brand to display the phone's water resistance and durability features. This is accompanied by experiential activities for the media, such as an underwater photography set and a fashion show that embodies the phone's stylish design. 

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The idea came about as OPPO wanted to launch the Reno13 with emphasis on the Reno’s IP69 water resistance rating, which enables the phone to capture images and videos under water without a case too. It also wanted to officiate the OPPO Reno13 series launch in the Malaysia Book of Records. 

According to Chin, the Reno series has always been adorned with great design and unique colourways and patterns. At the same time, it has regularly presented itself to its audience as more than just a highly functional and durable mobile device, but also a fashion statement. As such, conducting the fashion show by the pool enabled the brand to specifically highlight two of the phone's key features while build on its reputation with famous Malaysian celebrities such as Janna Nick to present at the show. 

"The Reno’s audience is demanding; young, urbanised, aspirational and fashionable. They are people who seek high-quality products and experiences that suit their lifestyles. The pool fashion show was able to resonate with the audience as the devices are positioned to be fashionable and trendy while highlighting the underwater photography/videography capabilities," said Chin. 

To further market the lineup, OPPO Malaysia will be working together with media for reviews, editorials and targeted collaborations which will be carried out throughout the campaign. 

“By blending technology and style through our first-ever tech fashion show by the pool, we’re highlighting and celebrating what makes the Reno13 series truly exceptional—its underwater picture-taking capabilities, an array of AI-Powered imaging and productivity features, and a unique, identifiable and fashion-forward design. We aim to bring our audience immersive experiences that resonate with their lifestyles, and we hope that consumers are inspired to express their personal style and explore new possibilities in capturing life’s most vibrant moments—even underwater," said Chin.

"With this event, OPPO is proud to be in the Malaysia Book of Records for ‘Longest tech fashion runway on a pool’ in our commitment to bringing continued innovation and greater experiences for Malaysian consumers," she added.

OPPO has been adopting quicky campaigns as of late to launch its new phone series. When launching its OPPO Reno12 series last year, the brand took over global landmarks in a FOOH campaign. The campaign showcased the brand's new phone and highlights its fluid liquid silver design. The ad campaign featured cities such as Singapore, Dubai, Rome, Barcelona and London and aimed to underscore OPPO's innovative spirit and connect with global audiences in a more dynamic and engaging manner. 

In Singapore, liquid silver was seen flowing out of the HSBC Rain Vortex in Jewel Changi Airport. A train later passes by the attraction and gets wrapped in liquid silver too. A Reno12 phone later appears from the HSBC Rain Vortex. Meanwhile, in Dubai, parachutes were seen dropping from the top of the Burj Khalifa. Attached to the end of the parachutes was a box of OPPO Reno12. A hand then reaches out to grab a box and opens it up to reveal a brand-new phone. 

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