How OPPO is powering visual storytelling, one frame at a time
OPPO is a leading global smart device brand. Since the launch of its first mobile phone – “Smiley Face” – in 2008, OPPO has been in relentless pursuit of the perfect synergy of aesthetic satisfaction and innovative technology. Today, OPPO provides a wide range of smart devices spearheaded by the Find and Reno series.
Launching their new campaign, ace traveller, photographer & videographer Anunay Sood and travel & lifestyle photographer Ganesh Vanare embarked on an eclectic journey to capture the unexplored treasures through the lens of OPPO Reno5 Pro 5G.
The campaign – ‘Life Unscene’ – is all about awakening the storyteller, the traveller hidden in each content creator out there, to embrace the possibilities of conveying their story through powerful and beautiful memories with OPPO Reno5 Pro 5G. Through this campaign, the brand is trying to clearly bring out how OPPO Reno5 Pro 5G is the perfect companion for new age content creators, who are constantly creating videos on the go. The campaign also gave the users an opportunity to escape the current situation by watching the videos, leaving behind the hustle and bustle of city life by taking routes less travelled to discover intriguing cultures, people, music, food, and places.
In an exclusive interview with Adgully, Damyant Singh Khanoria, Chief Marketing Officer, OPPO India, elaborates on the ‘Life Unscene’ campaign, the objective and the creative ideation behind the campaign. Khanoria also speaks at length about leveraging photographers and videographers to endorse their products by exploring some unexplored treasures through the lens of OPPO Reno5 Pro 5G.
What is the objective behind your new digital campaign ‘Life Unscene’, in association with Discovery India? What are you trying to communicate through this campaign and what’s your end objective of the campaign for brand OPPO Reno5 Pro?
Over the last decade, we’ve witnessed a rise in video content creation and consumption and this evolution has been further accelerated with the pandemic and customers who are thriving on video content today.
In line with this, the campaign – ‘Life Unscene’ – in partnership with Discovery India aims to encourage and gauge interest of new-age content creators by unveiling the hidden secrets of India through the lens of Reno Pro 5G – the videography expert. This campaign also showcases how easy it is to capture amazing memories with the videography expert OPPO Reno5 Pro 5G.
The OPPO Reno5 Pro 5G is equipped with some noteworthy features, which are testified through this campaign – its industry-first AI Highlight Video feature is the core reason behind the stunning shots captured. Other features such as Live HDR and Ultra Night Video also enable content creators to capture shots and weave it perfectly into a beautiful story.
The campaign ‘Life Unscene’ is all about awakening the storyteller, the traveller hidden in each content creator out there, to embrace the possibilities of conveying their story through powerful and beautiful memories with OPPO Reno5 Pro 5G. Through this campaign, we clearly bring out how OPPO Reno5 Pro 5G is the perfect companion for new age content creators, who are constantly creating videos on the go.
With the ‘Life Unscene’ campaign, we took users to experience the scenic beauty through the videos by Ganesh and Anunay, who captured their stunning experiences across Kurseong - the land of white orchids in Darjeeling and Sandakphu - the highest peak in West Bengal, through the lens of OPPO Reno5 Pro 5G, the undisputed videography expert.
Through the campaign, users got the opportunity to escape the current situation by watching the videos, leaving behind the hustle and bustle of city life by taking routes less travelled to discover intriguing cultures, people, music, food, and places.
Watch the videos:
Teaser video: https://www.youtube.com/watch?v=VlinSomEKbU
How is this model from OPPO different from the others in the same category and why should professionals choose this for photography and videography as compared to a hi-tech lens camera?
Over the last few years, there has been an increased focus on visual story telling through images and videos and hence, having a powerful camera has become a key purchase consideration pointer. We, at OPPO, believe in providing best in class features to our consumers and camera advancement has been core to our product development strategy. We feel thrilled to be known as industry pioneers when it comes to some of the key camera technologies like AI Highlight Video and Bokeh Flare Portrait features.
Reno5 Pro 5G is equipped with OPPO’s exclusive and industry-first portrait video FDF technology and AI Highlight Video feature, which is best suited for professionals as an alternative option to professional cameras. This feature enables you to shoot pro-level clear and bright videos, irrespective of ambient light, be it dim or bright.
The AI Highlight Video optimises videos by automatically detecting and adjusting for light. Be it low light night or bright backgrounds, videos on the Reno5 Pro 5G are vivid, with sharp details, balance, and natural skin tones.
Once the AI determines the type of video you are filming, it will correspondingly apply either or both Ultra Night Video and HDR Video algorithms to brighten up the shot. The revolutionary industry-first Full Dimension Fusion (FDF) Portrait Video System (FDF technology) comes with a powerful integration of hardware, flexible software, and smart algorithms, which significantly enhances the video quality and portrait effects.
Besides these features, the smartphone is also equipped with a Dual-view video setting that enables users to record selfie video and rear video at the same time. Lastly, it also allows users to take 960 fps smart slo-mo videos, Al colour portraits, monochrome videos, and night flare portraits. The phone also boasts of quad rear cameras that carries a 64-megapixel primary sensor with 8-megapixel secondary sensor.
What kind of association do you have with Discovery Channel? How is this helping the brand and the channel?
We are exhilarated to associate with Discovery India for ‘Life Unscene’ campaign to reveal the hidden gems of the incredible country India, through the lens of our videography expert, Reno5 Pro 5G.
As always, OPPO is committed to bringing customer-centric meaningful innovations that empower our consumers to reconnect to the world.
This collaboration testifies the camera capabilities of Reno5 Pro 5G by capturing magnificent shots of places untapped and creating memories that will last a lifetime.
We are confident that this campaign has inspired millennials, professionals, and travellers to leave no stone unturned while they plan their next adventurous journey.
We also believe that this campaign will encourage them to capture and unravel their travel stories and create unforgettable memories with Reno5 Pro 5G’s AI highlight video mode, Full HD video and more, in just a sleek and light device.
With constant development in new technology, what is the shelf life of OPPO Reno5 Pro? What kind of investment one has to make to acquire this model? Who are you targeting this model?
OPPO is a brand that strives day and night to bring forth meaningful innovations, which provide unique experience to our customers.
With Reno5 Pro 5G, we strongly believe that our customers have had an enhanced experience with some of its incredible KSP features. With a powerful MediaTek Dimensity 1000+ processor, 4,350 mAh dual-cell battery, curved AMOLED screen, and many other features best suited for professional videographers and new age content creators, OPPO Reno5 Pro 5G is priced at Rs 35,990 and can be bought on Amazon, Flipkart, through mainline retailers across India and additionally can be ordered through a WhatsApp text stating the name of state and Pincode on +91- 9871502777.
The idea is to reach out to existing and upcoming new-age content creators, youth who are constantly thrilled to explore best-in-class technologies. The Life Unscene campaign videos received over 50 million collective views so far, winning hearts across India.
How is this product supported in terms of after-sales service? With pandemic having disrupted the nation how have you managed your customer service support?
Considering the current situation, we have announced an extension of the repair warranty for all our products until June 30, 2021. This is applicable to products whose warranty expires during the lockdown period.
In addition to this, our aftersales customer service support is providing all users the best remote support in this difficult time through a dedicated AI-powered Chatbot called ‘Ollie’, which is available 24X7 for consumers to resolve 94.5% of their queries.
Our human chat support on WhatsApp is also available to support customers 24X7 in resolving their queries.
The users also have the choice to connect with OPPO online teams for any further queries or basic troubleshooting and software-related issues via Facebook, Twitter -: @OPPOCareIN
Additionally, OPPO has officially launched its e-store in India, which sells over 80 products across smartphones, wearables, and IoT products to further facilitate the users to make purchase of OPPO products.
How are you promoting this product with your audience and what’s been your engagement strategy with your potential buyers?
We have strategically tapped leading media across genres and amplified this campaign across digital platforms of OPPO India and Discovery India.
Furthermore, we were able to engage with our users through #LifeUnscene engagement activity to capture varied moments and places through our users on digital platforms.
In line with the plan, there were various collaborations that were undertaken to further amplify the broad messaging. One noteworthy to mention is with ace Bollywood director Imtiaz Ali for an enthralling short film ‘Eyes for You’, shot entirely on all-new OPPO Reno5 Pro 5G. Like OPPO, he has also been experimenting to provide unique, quality content to his viewers. Imtiaz Ali shares his experience video, wherein he talks about his hands-on experience while shooting ‘Eyes For You’ on OPPO Reno5 Pro 5G using the industry-first AI highlight video feature. Through the film, both OPPO and Imtiaz have tried to inspire the new-age video creators to live the Infinite and give wings to their boundless imagination. With OPPO’s commitment to innovation and Imtiaz’s cinematic proficiency, the campaign is a perfect example of how the right technology is helping people express themselves artistically.
Additionally, for the first time ever we roped in globally renowned Bollywood actor Ranbir Kapoor to do the exclusive first-ever unboxing video of the Reno5 Pro 5G and the video was very well-received by the target audience and witnessed great engagement across social media platforms. He fondly called the #VideographyExpert Reno5 Pro 5G “Slim, stylish and smooth” as soon as he saw the device.
We have always tried to connect and offer experiences that are an extension of product features and functionality. Therefore, encapsulating a 360-degree, integrated marketing and communications strategy resonates well with our target audience. We aim to encourage and inspire the new-age content creators to seize their moments perfectly and capture incredible memories that they will cherish forever.