OPPO SMARTPHONE LAUNCHFezile Dhlamini (201210931)

Mduduzi Mohlala (201233147)

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INDEX1. INTRODUCTION

2. COMPETITOR ANALYSIS

3. SITUATIONAL ANALYSIS

4. VENUE RATIONALE

5. INVITATION DESIGN

6. THE BUILD UP

7. COMMUNICATION PLAN

8. THE BIG REVEAL

9. DÉCOR, STAGE AND RATIONALE

10. MC AND ENTERTAINMENT

11. EVENT TIMELINE

12. POST EVENT ACTIVITIES

13. BUDGET

14. MOOD BOARD 2

INTRODUCTION

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• OPPO is a global technology brand, with a long history of serving customers

in North America, Europe and Asia.

• The market that Oppo is targeting is one that is owned by other competitor brands.

To describe it, it is hungry for new technology that is of the best quality.

• The event is open to people outside of the organisation, such as industry press,

distribution partners, or current key customers. The purpose of the product launch

event is to create visibility for the new release.

• The desired outcome of the event is to leave an unforgettable first impression.

Creating a buzz in the industry with talk of Oppo as the ‘New kid on the block’.

• Our concepts are inspired by sci-fi movies like “Now You See Me” and the “Star

Wars Trilogy”4

COMPETITOR ANALYSIS

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Description 2014

The amount of South Africans that are internet users and own asmartphone .

Smartphone (92%) Feature Phone (8.1%)

The most purchased smartphone brand, based on purchase intents (I.e.Price). Owned by South African internet users.

BlackBerry (37.9%)Samsung (35.2%)

Nokia (31.4%)Apple (12.3%)

The amount of South Africans who own a smartphone Prepaid andContract. The smartphone operating environment.

Prepaid (34.6%) Contract (65.4%)

The distribution of smartphone brand operators in South Africa, based onthe amount of mobile internet users by South African through a data plan.

Vodacom (53.3%)MTN (29.9%)Cell C (12.9%)

The average time that it would take a consumer to purchase a new internetenabled mobile phone.

After 1 Year (31.1%) Don’t Plan to get a new phone (27.7%)In the next 6 months – 1 Year (17.0%)

In the next 3 months (14.3%)6

SITUATIONAL ANALYSIS

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Macro Trends that will affect the brand

Market Analysis: Why/Whenconsumers purchase

Competitive Landscape & Challenges

Target buyer / End User

Economic: Inflation; contracts; data plans

24.1% = Replace phone <6 months Key Competitors: BlackBerry, Nokia, Samsung & Apple.

Demographics: Middle & Upper Class, Corporate Professionals, Suburban/Urban.

Social & Cultural: Fast tech adoption rate

IM ServicesSocial Networking Email

Market Share: BlackBerry 37.9%, Samsung 35.2%, Nokia 31.4%

Psychographics: Consumers want to evolve, convenience, quality. They are mainstreamers, aspirers, succeeder, explorer,

Technology: Slow innovation; Consumers aren’t accepting; Wi-Fi; Quality

47.1% consumers can recall mobile ads Marketing Strategy:

Consumers prefer: (1) Samsung, (2) Nokia, (3) Apple, (4) BlackBerry

Strengths & Weaknesses: 8

STRENGTHS WEAKNESSES

• Quality Smartphone & manufacturer• Pioneer in new & innovative technology• Worldwide credible brand and product

• Highly effective communicative platforms – Feedback• High end competitive device

• Marketing and advertising capabilities • Unique UI

• Lack of product breadth and offerings at different price points• Comes only in touch – lacking QWERTY keypad

OPPORTUNITIES THREATS

• Grow within a niche target audience - “2.6% Other” market share of users

• Brand alliances with network carriers – Vodacom• Emerging Market – Can quickly expand, qualitative factor can lead

to decrease in costs

• Market dominated by other big brands- Competition• Consumers not welcoming of a Chinese smartphone

• Threat from cheaper substitutes

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VENUE RATIONALE

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• Our venue of choice is going to be Gallagher Estate, located in Midrand.

• Mid-city central location for the convenience of key industry personnel situated in Gauteng.

• The venue hosts a number of corporate events monthly, equiped with state of the art facilities it boasts more than 27000m2 of exhibition space.

• The major halls are fitted with evaporative air cooling and heating systems, ducting with water, electrical and communication connections and plenty of organisation officers.

• Indoor exhibition complex that will not be affected by the harsh weather conditions – winter.

• Gallagher Disaster Management Division is readily available at the venue

The floor plan is in the next slide. 11

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EXHIBITION HALL 5A & B

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INVITATION DESIGN

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For the invitation of the event, we have decidedto make use of the elements that make up themascot and packaging.

The contents of the invitation are:

• The Oppo smartphone box

• A small booklet

• Oppo mascot mock up with 3D paper – infoon the sheet / or try other cut out concept

Waggener Edstrom PR will be delegated withcommunication control. This will include: PublicRelations, Social Networking, RSVP. Fig. Oppo Mascot

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THE BUILD UP

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• We will be forming a Media Partnership with The Times. This will cut our

costs of approaching various media outlets to market Oppo as the Times

Media has promised a package that will cater to our needs in exchange for

exclusivity.

• Advertorial Teasers – Competition

• The Oppo CEO will communicate with the public and fans of the brand with

a weekly #AskOppoCEO to towards the build up of the brand. This will be

for a duration of an hour.

• Interacting with key industry individuals and organisations online.

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COMMUNICATION PLAN

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• The idea for our communication plan is that we have reached an agreement with The Times to enter a media partnership. The Oppo Launch JHB in association with The Times.

• With the guests, they will be communicated with via email once they RSVP to the event.

• The invitations will be sent out to the selected guests a month to the event launch date. Which will be the following:

• Top 4 Cellular providers

• Tech Developers

• Media personnel

• Communications to the public will be done three months before the event on the following platforms:

• Print – The Times (Media Partnership)

• GQ Magazine, Destiny and Destiny Man Magazine, Popular Mechanics

• Online – Social Media, Banners on various websites, Newsletters

• Word of Mouth 19

THE BIG REVEALTHINK MAGIC! Expect an optical illusion.

EVENT PROCEEDINGS TO BE STREAMED LIVE ON THE SCREEN

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Guest Arrival

• Registrations

• Cocktails

• Networking

• Finger foods

• Music will be Lounging

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Introduction will be 15 Minutes

• A Voice Over will introduce the guests walking into the room.

• The room will be dark with the skyline showing on the stage (screen)

• Patrons will be seated and introduced with a latest video which will includethe Find 7, Find 5 and N1

• A story shared by Oppo employees about the creation and design process

• To end the introduction, the MC (Euphonik) will go on stage and go forthwith the proceedings.

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Main Event

• The MC will be going according to the programme and introducing allkeynote speakers

• Keynote speakers from the organisation will be required to speak about theproduct and their role in the creation and execution of the product

• CEO / COO / Design Thinking Expert / Brand Management Specialist / ProductExecutive / Technology Director

• The product will be revealed and displayed on stage as a surprise abruptly

• Competition winner of the devices will be announced and called up on stagebefore the actual revealing of the devices.

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Post-Main Event

• There will be a booth for the audience to interact with the devices first hand,assisted by the Oppo Brand advocates.

• There will be servings of platters

• The media will be given the opportunity to interact with the CEO andkeynote speakers.

• There will be entertainment by Beatenberg, a live band.

• The session will further allow the audience to network – networking session.

• Should individuals be interested in pre-ordering the devices, they will begiven the opportunity to using the demo devices on display.

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DÉCOR, STAGE AND RATIONALETHE DÉCOR SUGGESTIONS WILL BE TO BRING THE OPPO BRAND ALIVE. THAT MEANS THAT WHAT YOU SEE ON

THE WEBSITE WILL BE FOUND AT THE LAUNCH EVENT.

THE VENUE IS GOING TO BE DIVIDED INTO TWO SEPARATE VENUES, HOSTING THREE OCCASIONS.

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GUEST ARRIVAL MAIN EVENT NETWORKING SESSION

Cocktail tables Device display stands with devices – Big Reveal Cocktail tables

Green and Blue ambient light setting Glow in the dark or luminescent tape to lead patrons toseats – Tron Legacy themed concept

Device Station – audience to engage with devices and Oppo staff

Logo to be projected on the walls; Black draping on the walls

There will be videographers who will be live streaming the event, cutting from the videos displayed to the crowd reactions.

Photo booth – a life size prop of the devices will be placed in front of the media backdrop as a frame for patrons to take “selfies of a selife” and develop them

Quotes from the website will also be projected on the walls

Ottomans for seating for the guests – they will be coloured as per invite for the guests and labelled for speakers and special guests.

There will be a media backdrop upon entry. A life size Find 7 will be placed just in front of the backdrop

PR and Media are to be seated at the back of the venue –desks and chairs

The Mascot will be welcoming the patrons Stage - 120° screen spread across the stage

Entertainment will be lounging music by a DJ to make the crowd feel welcome and comfortable

Projectors to screen the logos on the stage and on the floor as the patrons enter.

Oppo Branding Raised platform (stage) by 60cm – Lights to focus on the stage.

Bar with professional barmen to serve drinks as per coupon redeemed – cash bar to operate post event

The light setting is going to be focused on the stage, low green and blue lighting will still be over the seating area to create visibility.

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MC AND ENTERTAINMENT

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• The MC for the evening is going to be Euphonik

• Musical entertainment will be Beatenberg

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EVENT TIMELINE

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TASK 10H00 11H00 12H00 13H00 14H00 15H00 16H00 17H00 18H00 19H00 20H00 21H0022H00END

STAGESOUNDLIGHTS

SHUTTLE SERVICE: TO & FRO

FOOD DELIVERIES

REHEARSALS

PICK UP MC & BAND

STAFF BRIEFING

RENDITION COMM. DELIVERIES

GREEN APPLE CATERERS DELIVERIES

MAIN EVENT

INTRODUCTORY/COCKTAILS

DOORS OPEN TO PUBLIC

NETWORKING / MEDIA SESSIONS

ACTIVATION ACTIVITIES

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POST EVENT ACTIVITIES

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• The cleaning staff will come in and remove all the rubbish.

• The contracted companies will be called in the following morning to come and take down all of the infrastructure.

• Payments will be made on the Monday of the following week as an EFT payment, paying the balance from the deposits paid. The staff will also be paid the same way.

• Thank You messages will be emailed to the database of the invited guests.

• Invited guests will be given a gift bag

• Feedback to be compiled and sent to Oppo on the Monday after the event.

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BUDGET

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R 602 096.00 ATTACHED SEPARATELY

MOOD BOARD

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