CampaignObjectives

• AdvertisingObjectives:– Toraisetheissuethatfathersareoftentoofocusedontheirworkandgadgets,andnotonreal-

timeexperienceswiththeirchildren.– Toeducateaudiences aboutconsequences ofparentsspending notenoughtimewiththeir

children, inordertoencouragedadstoputtheirphones down, andspendmoretimeengagedinactivitieswiththeirkids.

– Toencourageaudiences tousesmartphones smarterinparentingtobringthemselves easierparenthoodandgreaterchildhood fortheirkids.

• BrandingObjective:– Tobuild andenhancea“community-friendlier” imageofthebrandOPPOSmartphone inlong-term

byusingcause-relatedmarketingandemotionalcontentmarketingtohelpsolve thesociety’sissue.

2

TargetAudiences&KeyMessage

• ThiscampaignaimstoappealtoyoungVietnameseparents/parents-to-be (agedfrom25-35)whohavemodernwayoflifeandissurrounded bytechnology devicesonadailybasis.

• Thecampaignfocusesmoreonmaleaudiencesinorderforthemtoabsorb itsemotionalfatherhoodmessage.

KeyMessage:Technologyandelectronicdevices canneverreplacefamilybonding.Putthephonedowntotrulybein-the-momentwithyourchildren.

3

OPPO’sBrief

• OPPOneedsaplatformcontaininguniqueinformation,articlesandvideoclipsoftherealityshow“Dad!Wherearewegoing?”,aswellasparenting-relatedcontenttobestdeliverthecampaign’smessage.

• PromotingthisplatformonAdmicro’s adnetworktoreachmoretargetaudiences

• Admicro takestheroleofleadingthecontentdirection andproposingcreativeideas.

• Thecampaignwillrunfrom10/2014–11/2015.

4

TheOpportunityWeSee

• Recently,noneofrecentcontentmarketingcampaignshasleveragedthespecificsubjectoffatherhood.

• OPPOsmartphonesponsors therealityTVprogramme“Dad!Wherearewegoing?”,whichteamsfathersandtheirchildrentogetheragainstotherfather/childduostoaccomplishcertaintasks– withouttheaidoftechnology.

• OPPOsmartphonecreatescampaign“Làm ChaCần Cả Đôi Tay”toencouragesdadstoput theirphonesdown,andspendmoretimewiththeirkids.

• Weareambitioustohelpasmartphonebrandaddressthesubjectoffatherhoodonanemotionalleveltoraisepublicawareness,ratherthanjustpromotingthebrand’sproducts.

5

Admicro’s Solutions

PlatformSolution

Build anonline platformtocommunicate thecampaign’smessagestopublic.

PaidMediaSolution

OwnedMediaSolution

ContentSolution

Leadingcontent direction fortheentire campaign.Creating ownedcontent forthecampaign.

Usingmediaresources(Admicro’s ownedadvertisingproducts andsolutions) topromote thecampaignandmicrosite onAdmicro’s adnetwork.

Creating microsite-based activitiesandusingpaidmediasolution topromote theminordertoattract userstothesite.

6

PLATFORMSOLUTION

PlatformBuilding

• Asacontenthub,micrositemustbeabletohostvideos,onlineactivitiesaswellastoupdatearticlesdaily.

• TopromotefortheTVprogrammeandclient’skeymessage,wecreated4tabswithdistinctivefunctionsandfeatures.

• Themicrositearebuiltwithstrongcapacitytohandlelargetrafficsatanytime.

• Tab“Quà Của Bố”arespeciallydesigned,soitsformatcanbeflexiblychangedtohostdifferenttypesofonlineactivities(includinggameandonlinesurvey).

- Aimstoeducatereadersaboutharmsof smartphoneaddiction,andprofoundconsequences of notspending enoughtimewiththeirkids.

Hostsonlineactivitiestoincreaseinteractionandengagementofreaderswithmicrosite.

Containsallinformationandvideoclipsof theTVprogramme”.

- Aimstoprovidereaderswithusefulinformation fortheirparenthood,alsotoencouragethemtospendmoretimecherishingfamilybonding.

8

MicrositeBuildingProcess

1

MicrositeBuilding

MicrositeLaunching

Activity1Running

Activity2Running

TrafficMaintaining

Oct.2014

Jan.2015

MidJan.2015

Arp.2015onwards

Mar.2015

www.lamchacancadoitay.vn

See Microsite

9

CONTENTSOLUTION

ContentPlanning

Acontentplanisgeneratedtoensureallcontentusedinpaidmedia,onmicrositeandinmicrosite-basedactivitiesmustbeinlinewiththefollowing2contentflows:

• Educatingpublicabouttheharmofnotspendingenoughtimewithfamily&howsmartphonescanmakeparentinganeasier job.

• PromotingtheTVprogrammeandattractinguserstowatchitonmicrosite.

Content Plan Generating

Owned Content ProducingOwnedcontentisproducedtoenhancethecampaign’scredibility:• Manyvisualcontentarticlesareproduced.Thesehavecaptivatedgreatinterestof

targetaudiencesandcreatedmanyearnedmedia.• Interviewsoftheshow’splayersareconductedtoprovidethepublicwith

exclusiveinformationabouttheshow.

See Demo See Demo

See Demo See Demo

11

OWNEDMEDIASOLUTION

PlatformUtilisation

Creatingmicrosite-based online activities:• Toincrease public’s awarenessofthe

campaignbyutilisingthemicrosite’s contentandfacility.

• Toattract andstimulateuserstovisitandinteract withthesite.

Activity 1:Adaywith yourkids.• Encouragingfatherstospendadaywith

their kids,andnotbeingdistracted bymodern technologies.Winnerwererewarded withavouchertojoinanactivitywiththeir kids.

Activity 2:Ahunt formom’s8/3present.• Userswereinvitedtoseekforthediamond

inthegivenphoto.Luckyplayerswererewarded withvaluablegiftfromOPPO.

13

PAIDMEDIASOLUTION

MediaSolutionCreatingamediaplanwithacombinationofvariousadvertisingandPRformatstobestpromotethecampaignonAdmicro’s adnetwork,andattracttrafficstomicrosite.

Balloon AdPromote microsite-based activities.

BoxApp PRSolutions (PRarticles,Adpage,Viewplus)Approach targetaudienceseffectivelybyproviding useful,emotional andentertaining content, alsocommunicating thecampaign’smessageclearer.

TVCOnlineLeveragetheeffectivenessofTVCairedonTVandincinemabypromoting itonlinetoreachmoreaudiences.

Nativelypromote thesite’scontent.

See Demo

See Demo See Demo See Demo

15

WHATWEHAVEACHIEVED

Sessions1,941,920Users

1,375,054

Pageviews2,964,702

Duration11months

Microsite

Within 11 months (from1/2015to11/2015),micrositehadnearly

1.4 millionvisitors,obtainedmorethan1.9millionsessions andnearly3 millionsessions.

Microsite’sKPIs

01/2015 11/2015

17

Media’sKPIs

Media

• AllpaidmediahaveachievedbeyondexpectedCTRs,whichhelped reducethepromotingcostforthesite.

• H-BigBalloonandiTVC hasachievedimpressiveCTRsof1.02% and1.25%respectively(almostdoubletheestimatedCTRs).

18

AdFormat Impression Clicks Est.CTR(%) ActualCTR(%)

iTVC 6,730,576 84,052 0.7 1.25

Pre-roll 2,321,519 57,567 2 2.48

H-BigBalloon 52,237,261 537,213 0.7 1.02

BoxApp 34,956,072 136,902 0.3 0.39

PRSolutions’KPIs

PRArticles58

EarnedSharesonother sites

1,252

TotalViews2,510,345

TotalLikes28,074

No.oftimethearticlesbeingcopiedbyother

sites

110

PRSolutions

EarnedMedia

19