OPPO, the leading technology brand in China, has been driven by its purpose of “Innovation for Good.” Under this principle, OPPO always aims to increase health, accessibility and equality through the power of technology.

Assistive technology was introduced into China decades ago, but there is still an exceptionally low usage of the assistive devices:

• For instance, there are less than 10% of those with hearing impairment are using hearing aids.

Because the little noticeable device brings them great emotional burdens.

But this topic has never been mentioned in the public, and there is a lack of public awareness.

OPPO sees the problem and wants to change this.

OPPO’s Smile-Tech Inspiration Matters Program

•   OPPO believes that it’s time reconsider the true value of technology. We believe the most valuable technologies are not those that make you WOW, but those that make you SMILE.

•   “Smile-Tech” is a global program that calls for innovations among technologists, entrepreneurs, and researchers to solve the “everyday problems” through the “everyday products.”

•   Instead of creating more noticeable devices to improve sensations and health conditions, we believe that the better way is to embed innovations into everyday products such as mobile phones, headsets, watches, etc.

•   There are millions of people around the world that need daily assistance, and we believe when facing a global issue like this, we could not rely on our own efforts. Therefore, we call for great ideas of “Smile-Tech” globally.

Insight:

In China, there are over 85 million people with disabilities and millions more patients who rely on assistive devices on a daily basis. However, the product usage is still unbelievably low.

For instance, less than 10% of the 27.8 million hearing-impaired are using hearing aids. Because the little noticeable device brings them great emotional burdens.

PR Strategy:

Initiate the program that not only calls for innovations but also encourage people to reconsider the value of technology.

Primary Target Audience: global tech industry

• Call for great ideas of “Smile-Tech” from technologists, entrepreneurs, and researchers across the globe.

Secondary Target Audience: the public

• Raise awareness of the public, continue to remove barriers and labels for more.

• Change the way how people consider the value of technology.

• Build a responsible corporate image of OPPO among the public.

• Lead more organizations in the direction of “Innovation for Good.”

Initiated OPPO’s “Smile-Tech” Inspiration Matters Program, calling for innovation that can be embedded into “everyday products” across the globe.

•   We opened online applications on May 8, 2022 to call for proposals globally, focusing on the Smile-Tech in Accessible Technology and Digital Health.

•   All proposals were evaluated by OPPO’s tech leaders and various industry leaders.

Helped selected ideas to be further developed and implemented. 

•   A financial grant of 300,000 RMB

•   Support from OPPO's R&D team

•   Commercialization of the idea via integration with OPPO’s products

•   Publicity opportunities at global tech events

Program Results

•   Received a total of 536 proposals from 39 countries including China, the United Kingdom, the United States, India, and Serbia.

•   Thus far, 17 projects are becoming reality, including:

•   bluetooth headsets with hearing aids,

•   smart glasses to assist children with autism to communicate,

•   smart watches to help diabetic children monitor blood sugar anywhere,

•   innovative screens to empower the visually impaired to restore true colors

Media Results:

•   News coverage went over 75 countries and regions

•   Total reach: 310 million impressions in China and 192 million impressions overseas

Brand Perception on OPPO:

•   57% Innovation for Good

•   69% Innovation

•   46% Corporate Social Responsibility

•   36% Brand Consideration