All of our campaigns contain a healthy mix of digital and print media: Damyant Singh Khanoria
In the competitive smartphone market, brands are well aware that the consumer experience does not end at the point of purchase but goes far beyond. This is where the aftermarket experience comes in and plays a huge role in overall consumer satisfaction. Aware of this fact, OPPO India recently launched a three-film digital campaign to showcase its after-sales service through the Sharma-Verma columns.
According to Damyant Singh Khanoria, Marketing Director, OPPO India, these digital films beautifully showcase what makes OPPO the leader in after-sales service, the brand’s customer focus, attention to detail and rapid resolution of issues. complaints that customers can count on. . He adds, “This engaging campaign also promises to take its viewers on a journey with the duo to learn about OPPO’s after-sales services and underlines how easy and reliable the repair / inspection process is for any customer.”
According to Khanoria, “OPPO’s after-sales service has been built on the tireless efforts of teams at more than 500 service centers to resolve customer questions. The films highlighted the outstanding and prompt after-sales service offered by OPPO. Highlighting features like free inspection, 30-day replacement, and fast service and repair, each video shows the functional benefits of each of these services.
The brand currently has more than 500 service centers in 500 cities in India and aims to become the benchmark in after-sales service. Elaborating on the same, Khanoria shares, “We aim to strengthen the service center network to more than 600 stores by the end of 2022. Keeping in mind the convenience of customers, free inspection, replacement in 30 days and prompt service and repair are key tenets of our after-sales service promise. These are things that make a big difference to our consumers. OPPO customers rated OPPO as having the lowest wait time, being picked up within 15 minutes of arrival. We also provide customer support status updates via WhatsApp and SMS. We introduced a dedicated 24/7 AI powered ‘Ollie’ Chatbot for consumers to solve 94.5% of queries. A Platinum Care hotline exclusively serves Reno and Find users providing 24 * 7 * 365 day support in Hindi and English.
OPPO Marketing in a Cluttered Category
The marketing aspect of a smartphone business goes beyond the camera and hardware and relates to participation. From a marketing point of view, Khanoria explains: “OPPO ran several significant campaigns such as direct sales with Flipkart and the one-time unboxing of the Reno6 with Ranbir Kapoor. We also did an integrated campaign including design, look, feel, social teaser campaign, e-commerce launch, and unboxing movie for the Reno6 series. We found a new take on the #EmotionsinPortrait global brand idea for India for the Reno6 series and collaborated with Instagram to start the quest for the next generation of emerging video makers across India. These campaigns were aligned with our efforts to create a deeper emotional connection with the audience. We continue to partner with celebrities in fields like sports and entertainment. The idea is to showcase the same value and determination as OPPO and create an experience that will help our audience resonate with the brand.
After the lessons of 2020, marketers and advertisers are turning to the forefront and fully embracing digital to reach their target audience. Sharing ideas on what the preferred media mix remains for OPPO for this campaign as well as the brand’s efforts to come, Khanoria said, “Even though digital is leading the way, print is still gaining ground in helping customers. brands to build credibility and leverage it helps build trust. and credibility. That’s why all of our campaigns contain a healthy mix of digital and print media to help reach a wider audience. Interestingly, the marketing strategy adopted by the brand helped it grow in a declining market in 2020 and sales continued to grow with a 33% increase in brand preference. In fact, according to Khanoria, OPPO remains the market leader in Southeast Asia.
New innovations and changing trends
Along with the consumer experience, new innovations are a hallmark of the smartphone industry. With physical events appearing to be a distant possibility, most brands, including OPPO, are virtually making new launches, which also gives them a bigger audience and greater stakeholder penetration. Khanoria adds, “To set ourselves apart from the clutter of mundane monologues of virtual launches, we unveiled F19 Pro through a one-of-a-kind online music concert, with thrilling performances. In addition, our collaboration for an online campaign with Ranbir Kapoor for the unboxing of Reno6 5G has received a great response from consumers. With the launch of the OPPO Reno6 series, we have experienced a one-of-a-kind live sales marketing on Flipkart. The intention was to generate engagement for OPPO’s latest offering, the Reno6 5G via an interactive format. The format has reached nearly 33 million people nationwide and even got a huge spike in orders for the device. We launched nine smartphones in 2021 that have resonated with our consumers. The pandemic has resulted in increased consumption of smartphones and OPPO has ensured that demand and needs are met with the latest technology and smooth distribution of our products. Through our innovative innovations and a design that will appeal more to our audience and high-end customers around the world, we aim to establish a unique position for the brand. “
Speaking about the upcoming trends in the smartphone industry, he adds, “During the research, we realized that consumers are looking for a smartphone that is not only future-ready, but also offers high-end performance, and a 5G compatible device will provide them with the best of both worlds. The 5G era will see the growing importance of the video era, and it will allow more growth and opportunities for innovations in advanced technologies for abbreviated video creations and video editing tools. The coming era will also see the seamless integration of software and algorithms that redefine the future of smartphone innovations. The possibilities in this area are immense and they hold the real power to improve the user experience. With the emergence of computer photography, smartphones have been able to take advantage of the increasing computing power of devices and improved cloud technology to overcome the traditional limitations of smartphone camera hardware. At OPPO, our core belief is “technology for humanity, kindness for the world”, and we are working tirelessly to deliver meaningful innovations that will make the lives of all of our users better and smarter.
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