OPPO is a global brand committed to delivering personal intelligent technology products and services with organic minimalism design and a smooth, intelligent user experience. Since its establishment in 2004, OPPO has expanded into more than 70 countries and regions.

OPPO places users at the center of everything it creates, empowering people to embrace creativity, authenticity, and the joy of living in the moment.

As a consumer-driven brand, it is our responsibility to deliver communications that not only stand out but also reach the right core target audience. Every OPPO product is built for the consumers and proven by the market share, shares Lin Zhan, Chief Marketing Officer at OPPO Pakistan.

Empowering the daily hero

The OPPO A6 was designed to be "A step ahead," featuring a massive 7000mAh battery, the largest in Pakistan, smooth multitasking performance with zero lag, and advanced AI features. The campaign's superhero theme resonated with the target 18-34 demographic, showcasing the phone's ability to "Power through your day" for over two days on a single charge.

The primary goal of the campaign was to build strong consideration and preference among university students. To achieve this, we developed a superhero-inspired concept that connected with the audience both emotionally and functionally, positioning the device as a powerful companion for their daily challenges and lifestyle, added Lin Zhan. 

Driving engagement via innovation

The choice of the innovative Scratch-to-Reveal format paired with video was strategic. It required active user participation, which maximized awareness and ensured that subsequent video views reflected genuine interest.

Scratch-to-Reveal rich media was selected to drive higher engagement while effectively showcasing our Digital Video Commercial, shared Lin Zhan. The creative execution with Eskimi was very smooth, and the process was well-managed, flexible, and easy to adapt to our campaign requirements.

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We developed a superhero-inspired concept that connected with the audience both emotionally and functionally, positioning the device as a powerful companion for their daily challenges and lifestyle, said Lin Zhan.

By combining interaction, motion, and storytelling, the format captured user attention while delivering measurable insights, demonstrating how innovation in rich media can drive both engagement and performance.

What we value most is Eskimi's innovative approach to creative rich media formats. These solutions help brands deliver their message in a more unique, engaging, and data-driven way, shared Lin Zhan.

Attention-driven performance

A key differentiator for this campaign was the integration of the Lumen attention measurement solution. This provided deeper insight into how users actually engaged with the creatives.

Attention measurement goes beyond standard digital metrics. It provides valuable insight into digital behaviour patterns and plays an important role in optimizing creative formats, placements, and media strategies for future campaigns, explained Lin Zhan.

The campaign exceeded performance benchmarks and played a key role in strengthening OPPO's overall brand position.

The OPPO A6 campaign successfully achieved its KPIs and delivered impact beyond media performance. Its contribution to the brand momentum helped OPPO emerge as the Top 1 brand in consumer preference in Q4 2025, shared Lin Zhan.

• Scale: With over 8 million impressions, the campaign reached more than 2 million users, significantly expanding visibility across the target audience.
• Attention: The campaign achieved an APM (Attention Per Mille) of 1,275, which was 52% over the benchmark.
• Viewability: The campaign achieved an 80% viewability rate, ensuring highly visible ad placements.
• View rate: The percentage of times an ad was seen by viewers was 51.96%, standing 53% over the benchmark.‍
• View time: The average time a viewer spends actively looking at an ad per measurable impression was 2.45 seconds.