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CASE STUDY
HOW SINGTEL’S ANALYTICS CAPABILITIES AND AD SOLUTIONS SUPPORT OPPORTUNISTIC CROSSBORDER EXPANSION THE BACKGROUND Founded in 2004 and based in Guangdong, OPPO is an electronics manufacturer that delivers mobile devices in more than 20 countries. Its major product lines include portable media players, LCD TVs, DVD/Blu-ray disc players, feature phones and most recently, smartphones and tablets.Having successfully entered China’s mobile phone market in 2008, OPPO began exploring international expansion in 2010. By mid-2014, OPPO had established a presence in the US, China, Australia and other countries in Europe, Asia, the Middle East and Africa. By now, the tactile and aesthetic qualities of OPPO’s designs, and its commitment to co-develop products with its customers through userexperience feedback channels had achieved widespread recognition. As such, with its latest N3 and R5 models, OPPO started its most challenging cross-border expansion project yet in the final quarter of 2014 - delving into Singapore's saturated smartphone market. THE CONTEXT/CHALLENGE The rise of smartphones has been swift, with technological innovation creating an incredibly sophisticated mobile ecosystem. Singapore’s advanced infrastructure meant it was uniquely poised within this vibrant scene. The early introduction of 3G and public Wi-Fi made Singapore a “mobile-first” nation. By 2014, Singapore had the highest smartphone adoption rate globally, with most consumers carrying either an Apple or Samsung model. “As a new entrant in a mature and small, but affluent market, quickly building brand equity would be essential for successful expansion. So we sought a partner that could provide a comprehensive understanding of and access to local consumers across multiple platforms,” said Sean Deng, managing director of OPPO Singapore. Building brand equity involved a three-step approach: • Increasing brand awareness among consumers mostly likely to purchase smartphones. • Driving preference by communicating the distinctiveness of the new N3 and R5 smartphones. • Encouraging product trials at the newly opened OPPO Concept Store at Suntec City Mall. Finally, the campaign had to be consistent with OPPO’s brand positioning, “The Art of Technology”, which required its marketing partner to consider the granular details in everyday living and combine that with technology to create trendsetting by-products and unique consumer experiences.
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THE SOLUTION Acknowledging that digital media has created a more elusive consumer with short-term thinking and who lives across multiple screens, OPPO sought a partner that had been keeping up with the times, one that apart from offering a cross-platform approach, was agile and armed with the latest marketing technology. Singtel’s latest data-driven solutions analysed dynamic consumer behaviour across platforms and delivered robust insights. With these insights, OPPO could then strategise and select the right platforms for effective engagement, optimising its advertising spend. Daily channel-by-channel viewing data from Singtel TV subscribers was combined with insights from Singtel’s Project Newsroom – a commissioned report detailing household demographics and product consumption information. Using this data set, consumers who tuned in to watch the Barclays Premier League (BPL) were identified as OPPO’s most relevant niche target segment for the following reasons: • BPL viewers had one of the highest purchase percentages (81%) for consumer electronics. • A majority (40%) of BPL viewers within the 20-39 age group and 32% were highly affluent (>$10,000 monthly household income) – in line with OPPO’s aim of “capturing energetic young hearts”. • These viewers are also steadfast seekers of the best in local food and beverage (97%) – the R3 and N5’s superior smartphone cameras being a perfect foil for these “foodstagraming” gastronomists. Informed by these insights, OPPO opted for a marketing campaign that included Singtel TV channels broadcasting the BPL, online assets HungryGoWhere and inSing – popular sources for local food and beverage and lifestyle recommendations, as well as news aggregator NewsLoop for content amplification. “With the fragmentation of media consumption, ‘audience targeting’ has become today’s marketing imperative. The identification of target segments must be insight-driven for sound decision-making. Singtel’s data-driven solutions, variety of platforms and BPL telecasts provide OPPO with flexibility and dynamism. Consequently we have been partnering with Singtel since we entered Singapore,” Deng said. BUSINESS RESULTS OPPO evaluates a marketing campaign by looking at how it increases brand awareness, drives product preference, increases foot traffic at its Concept Store and contributes to revenue. Overall, the campaign led to an increase in brand awareness and consumer purchasing
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