OPPO And JioSaavn Came Together To Celebrate The Launch of The OPPO Enco Buds With #UNPAUSE - A 24-Hour Live Concert!

Objective: Design A Clutter-Breaking Campaign To Drive Awareness And Generate Excitement Around The Release of OPPO Enco Buds.

The goal was to build awareness about the release of OPPO Enco Buds – with a creative twist that combines experiences and engagement at their very best. When the new OPPO Enco Buds were launched in India, OPPO partnered with JioSaavn to share the news with our community of music lovers all over India. The idea was to create a concept that resonates with listeners and adds value to their experience on the app, just like the OPPO Enco Buds.

Strategy: A Medley of Audio And Display Advertisements To Reach And Engage JioSaavn Listeners At Multiple Touchpoints Through The App.

What better way to demonstrate 24 hours of uninterrupted battery life than with a 24 hour long, uninterrupted concert! OPPO and JioSaavn came together to host #UNPAUSE to give listeners a unique, one of its kind experience that brought function and fun together.

The concert featured some of JioSaavn listeners’ favourite artists such as Dhvani Bhanushali, Sukriti Prakriti, and DJ Suketu, and we worked closely with the OPPO team to build a campaign that gave the line-up the attention it deserved.

Our main goal was to generate interest in the concert and get folks excited about it. So we decided to Excite-Engage-Entertain listeners through a combination of reach and engagement ad units, supported by a custom curated playlist called Musically #UNPAUSE to do exactly that.

In tune with the spirit of the 24-hour concert, JioSaavn listeners were served audio ads and banners inspired by the time of the day. Blue in the morning and orange in the evening to suit the mood. We leveraged a mix of full-screen display Overlay, our In-Feed ad experience, which grabs attention mid-scroll, and content that brings together audio and display experiences to maximize impact.

Finally, on the big day of the concert, we anchored OPPO right at the top of our homepage through the Showcase ad unit to deliver content and updates to JioSaavn listeners around the clock.

Impact: 24-Hour Concert And A Long-Lasting Impact!

Within 4 days, we successfully reached 6.9 MM JioSaavn listeners and drove thousands of views for the concert. The campaign delivered 8.1 MM audio spots, 69 MM Display impressions and a strong 2.3% CTR on Native Audio Banners.

Ready to tell your brand story through music? Write to us at advertising@jiosaavn.com or reach out to us via this website.