OPPO taps on UGC by actor Eddie Redmayne to market new phone

OPPO has partnered with actor and its global ambassador Eddie Redmayne to create a series of photos which will be used to market the brand across its social media channels. The photos were taken with the OPPO Find X5 Pro during Redmayne's press tour for the film Fantastic Beasts: The Secrets of Dumbledore, featuring shots from locations including New York City, Tokyo and London. Redmayne then captioned the 10 photos, which were later shared across OPPO's social media channels.

In response to MARKETING-INTERACTIVE, Dylan Yu, marketing director, OPPO Singapore said that this will allow fans to get a glimpse of Redmayne's life away from the camera, while also portraying the features of the OPPO Find 5X Pro. "User-generated content is an effective and authentic way to connect with OPPO’s diverse groups of audiences and we hope to form meaningful connections that will enhance OPPO’s brand influence across the region," he added. 

For instance, one picture by Redmayne captioned, "My wife has proper green fingers and has grown some stunning plants. The OPPO smartphone camera catches the beauty and messy symmetry of nature with such clarity."

Another said: "Having a drink and catching up with family while on the Tokyo leg of the press tour. Another city with staggering views. My suit was about five different shades of grey, so it made sense to attempt to capture it in black and white.”

At the same time, the initiative ties in with OPPO's brand proposition of Inspiration Ahead, defining its "constantly redrawing the boundaries of the smartphone experience to make life better for everyone". "We want to highlight that the OPPO Find X5 Pro is a smartphone built to empower every moment, enabling users to be their true selves and express their individuality on their own terms," Yu said. 

According to a report by ResearchandMarkets.com, the global UGC platform market size is expected to reach US$18.65 billion by 2028. The market is also expected to expand at a compound annual growth rate of 26.6% from 2021 to 2028. Meanwhile, a 2021 survey by US-based software company Bazaarvoice found that 62% of consumers in Australia, Canada, France, Germany, the UK, and the US were more likely to purchase a product if they were able to view customer photos and videos. With audiences craving authenticity, UGC can be helpful in engaging audiences. At the same time, platforms such as TikTok, for example, also allow for more creative execution of messaging.

Meanwhile, OPPO also recently collaborated with iLight Singapore, which focuses on raising awareness of sustainability this year. Yu said that this is in line with the brand's mission of "technology for mankind, kindness for the world".

This year, OPPO has activated its sports marketing campaigns in line with its brand proposition, including the renewal of its partnership agreement with the French Tennis Federation for 2022 and 2023. Through OPPO’s innovative technology and flagship products, Yu added that it plans to create more attractive campaigns for two of the upcoming European Grand Slams. 

Separately, the smartphone brand named local actor Lawrence Wong as its new brand ambassador in January this year. According to OPPO then, Wong's multi-faceted talents such as acting and singing made him the "perfect muse for the brand to invoke courage and creativity in self-expression". The ambassadorship also saw OPPO sponsor Reunion Dinner, a Chinese New Year-themed movie which Wong starred in. The movie was presented by Clover Films and iQIYI, in association with King Kong Media Production and Mediacorp.

Related articles:
OPPO MY celebrates the many faces of younger gen with badminton player Lee Zii Jia
OPPO names Lawrence Wong as brand ambassador, sponsors CNY movie
OPPO punches ticket to League of Legends World Championship as sponsor