In the telecom segment, a large majority of ads push smartphone offers showing the device. And in their advertising all phone home screens are used only for decorative purposes. The devices appear in press and outdoor materials with the screens covered in colorful graphical wallpapers that could be put to a better use.

INTRODUCING THE BACK HOME SCREENS: together with the “Baby Back Home” NGO, on International Children’s Day, OPPO donated all mobile phone screens on print, outdoor and retail advertising to display pictures of missing children.

This way, we created a new media by repurposing existing advertising - the Back Home Screen, appeared on existing advertising materials, avoiding any additional costs. We took advantage of the brand’s large media network to add unexpected visibility to the cause of missing children, right in the areas where they went missing, increasing chances to be found.

OPPO donated its phone screens on advertising in Nanjing and major cities across China. Print, outdoor and in-store were part of the mix.

On outdoor, we correlated missing children pictures with the location of the media. This way, the pictures appeared right in the areas where the children disappeared, increasing their chances to be found.

The large retail network of OPPO (over 3000 stores in China) played an important part in the campaign, where missing children pictures appeared on real smartphones in-store.

The action took place on International Children’s Day, when people would be most open to help out in a cause that relates to children.

Without any additional costs, repurposing its large media network, OPPO brought huge publicity to the cause of missing children and receive valuable information on missing children with:

15.000?calls to the hotline on June 1st

600,000?QR code WeChat Shares on June 1st

6,000,000 ¥ worth?re-purposed media