Uncle Chieng dishes out ice cream to get consumers clicking Orchard Road's night beauty

OPPO Singapore has partnered with Uncle Chieng, a mobile ice cream seller at Orchard Road to give out free ice creams to the public as a part of its launch of Reno8 series in Singapore. On the evenings of 8 to 21 September, OPPO Uncle Chieng will give out free ice creams to encourage local consumers to capture the beauty that night-time brings in Orchard. This move coincides with the brand’s latest launch of the Reno8 series, described as a "portrait expert" with a camera that excels in low-light situations. The partnership is also in line with its new campaign theme, #LowLightInspired.

Known for his ice cream sandwiches, Uncle Chieng holds a deep resonance within the local market, said Dylan Yu, marketing director of OPPO. He calls Uncle Chieng “a beacon of the everyday Singapore experience” which aligns with what smartphones mean to many - an essential part of our daily lives. His story and tenacity in building up the Uncle Chieng brand throughout the decades and during the pandemic also embody OPPO’s larger ethos of “Inspiration Ahead” representing the brand’s confidence and poise moving forward.

Apart from the partnership with Uncle Chieng, OPPO will also focus on engaging its users to co-create multi-night scenarios with the Reno 8 series to inspire them to enjoy Singapore’s nightlife to the fullest, after a two-year halt due to the pandemic.

Malaysian-born Singaporean actor, Lawrence Wong, will also be returning as the ambassador of the brand for the Reno8 series. OPPO will be tapping on his reach and influence in the region to showcase both its brand proposition, “Inspiration Ahead” and the innovative spirit that makes up OPPO. Wong was named OPPO's local brand ambassador last January. According to OPPO, 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".

Meanwhile, this is not the first brush of partnerships with big brands for the 71-year-old ice cream seller. In May last year, New Balance had given Uncle Chieng’s ice cream cart a revamp donning it in its famous grey. The execution was part of its Grey Day 2021 celebration which spreads the message of “Worn by Anyone” to embrace the spirit of individuality.

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