The document provides details for the launch event of the OPPO smartphone. It includes an analysis of competitors in the South African market, proposed venue and rationale, invitation design, build up activities, communication plan, event proceedings, décor and stage plans, timeline, post-event activities, and budget. The goal is to make an unforgettable impression and create buzz by introducing OPPO as an innovative new player in the smartphone market.

1. OPPO SMARTPHONE LAUNCH
Fezile Dhlamini (201210931)
Mduduzi Mohlala (201233147)
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2. INDEX
1. 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
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3. INTRODUCTION
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4. • 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
WarsTrilogy”
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5. COMPETITOR ANALYSIS
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6. Description 2014
The amount of South Africans that are internet users and own a
smartphone .
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 and
Contract.The smartphone operating environment.
Prepaid (34.6%)
Contract (65.4%)
The distribution of smartphone brand operators in South Africa, based on
the 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 internet
enabled 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%)
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7. SITUATIONAL ANALYSIS
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8. MacroTrends that will
affect the brand
Market Analysis: Why/When
consumers 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 Services
Social 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:
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9. 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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10. VENUE RATIONALE
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11. • 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

12. 12
EXHIBITION HALL 5A & B

13. 13

14. INVITATION DESIGN
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15. For the invitation of the event, we have decided
to make use of the elements that make up the
mascot and packaging.
The contents of the invitation are:
• The Oppo smartphone box
• A small booklet
• Oppo mascot mock up with 3D paper – info
on the sheet / or try other cut out concept
Waggener Edstrom PR will be delegated with
communication control. This will include: Public
Relations, Social Networking, RSVP. Fig. Oppo Mascot
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16. THE BUILD UP
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17. • 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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18. COMMUNICATION PLAN
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19. • 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

20. THE BIG REVEAL
THINK MAGIC! Expect an optical illusion.
EVENT PROCEEDINGS TO BE STREAMED LIVE ON THE SCREEN
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21. Guest Arrival
• Registrations
• Cocktails
• Networking
• Finger foods
• Music will be Lounging
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22. Introduction will be 15 Minutes
• AVoice Over will introduce the guests walking into the room.
• The roomwill be dark with the skyline showing on the stage (screen)
• Patrons will be seated and introduced with a latest video which will include
the 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 forth
with the proceedings.
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23. Main Event
• The MC will be going according to the programme and introducing all
keynote speakers
• Keynote speakers from the organisation will be required to speak about the
product and their role in the creation and execution of the product
• CEO / COO / Design Thinking Expert / Brand Management Specialist / Product
Executive /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 stage
before the actual revealing of the devices.
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24. 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 and
keynote 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 be
given the opportunity to using the demo devices on display.
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25. DÉCOR, STAGE AND RATIONALE
THE 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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26. 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 to
seats – 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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27. MC AND ENTERTAINMENT
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28. • The MC for the evening is going to be Euphonik
• Musical entertainment will be Beatenberg
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29. EVENT TIMELINE
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30. TASK 10H00 11H00 12H00 13H00 14H00 15H00 16H00 17H00 18H00 19H00 20H00 21H00
22H00
END
STAGE
SOUND
LIGHTS
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
ACTIVATIONACTIVITIES
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31. POST EVENT ACTIVITIES
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32. • 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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33. BUDGET
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34. 34
R 602 096.00
ATTACHED SEPARATELY

35. MOOD BOARD
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36. 36