The annual Dajia Mazu pilgrimage starts at Dajia Zhenlan Temple. This annual ceremony, known as one of the world’s three major religious events, attracts hundreds of thousands of believers every year to follow it religiously. It covers hundreds of kilometers on foot, from Dajia, Taichung, all the way south to Fengtian Temple, Xingang, Chiayi, and then back to Luang. It lasts for nine days and eight nights. Along the way, there are incense and firecrackers, gongs and drums, which are the most representative cultural totems of Taiwan’s folk beliefs. This year, OPPO has deeply participated in this event as the “designated camera phone” of Zhenlan Palace. It has launched its annual flagship model OPPO Find X9 Ultra, which has not yet been officially launched. It is equipped with a new Hasselblad Master lens to record the humanistic warmth of a century-old faith with images. OPPO Taiwan General Manager Vincent Liu personally led the management team and first-line store partners to the circumambulation site, walking side by side with the believers, demonstrating the brand’s determination to deeply cultivate Taiwan’s local culture.
Unlisted flagship debuts: Hasselblad master lens captures moments of faith
The most topical aspect of this detour is that OPPO used the Find X9 Ultra, which has not yet been released to the public, as the main recording device. This annual flagship, which is expected to be officially released on April 21, is equipped with the new Hasselblad Master lens system, and is the first to demonstrate its imaging capabilities in actual combat scenes around Dajiama.
According to the published specifications, Find X9 Ultra is equipped with a new flagship telephoto lens, supports high-magnification optical zoom, and is equipped with an image algorithm jointly tuned by OPPO and Hasselblad. In the complex carvings and brilliant colors unique to palaces and temples, as well as the dynamic scenes with bright lights of processions around the temple, Find X9 Ultra can still maintain high-quality pure image quality and clear gradation at high magnification focal lengths. Through the iconic humanistic tone style of the Hasselblad master lens, the solemnity of Mazu belief and the piety of believers are transformed into images with warmth and storytelling.
This is also OPPO’s rare “pre-launch real-shot first exposure” marketing strategy in recent years: choosing to use a scene with Taiwanese characteristics such as Dajia Ma Tour on the eve of the annual flagship release as the stage for image verification, which not only endorses the photography capabilities of the new machine, but also injects a strong humanistic atmosphere into the brand
Taiwan’s general manager personally led the team into the scene: local practice of the brand concept
Unlike most technology brands that only participate in large-scale events through sponsorship or advertising, OPPO chose to invest in a “practical” way this time. Taiwan General Manager Liu Jin Vincent personally led the management and first-line store partners to actually join the procession of circumambulation, walking hundreds of miles with the believers.
Liu Jin Vincent said: “Adhering to the brand concept of ‘Technology is for people, benefiting the world’, we believe that the value of technology is not only the introduction of new functions, but also the connection of human feelings and warmth. Dajia Ma’s long journey around the country is not only the practice of faith, but also carries Taiwan’s profound local culture and people’s connection. To this end, OPPO Taiwan mobilized colleagues to go to the scene and embark on the journey around the border with all Taiwanese users, supporting them throughout the process and translating their long-term commitment to users and Taiwan into concrete actions. “
The tour bus will accompany you throughout the journey: free charging and supplies, warm support from any brand
In addition to the team’s physical actions, OPPO has also built a special tour vehicle to accompany the believers throughout the tour from now until April 26. This touring vehicle provides two core services:
One is free mobile phone charging service. Traveling around the country often lasts for several days, and believers trek outdoors for long periods of time. Mobile phone power is often the biggest pain point. OPPO tour vehicles provide charging equipment, regardless of mobile phone brand. All believers who complete designated tasks can enjoy free charging services, replenishing energy for users and mobile phones, ensuring that the footprint of faith is not interrupted.
The second is energy supplies. The Hundred-mile Long March not only tests the firmness of faith, but also challenges physical strength and willpower. The tour bus simultaneously provides energy supplies to replenish the physical strength of believers on the long journey, demonstrating OPPO’s brand spirit of “technology for people”: it not only cares about the battery of your mobile phone, but also cares about you as a person.
OPPO particularly emphasizes that the charging service is “not limited to brands”. Whether it is iPhone, Samsung or other brand users, they can get services on the tour bus. This open strategy also makes OPPO’s brand image more powerful.
Co-branded charging marriage line, good luck tablecloth: the creative collision of technology and faith
This time, OPPO has more cleverly combined product technology with Dajia Ma’s belief culture and launched a very creative joint gift, which can be called a new attempt by a technology brand in religious cultural marketing. The co-branded charging marriage line is the most ingenious item. This red charging cable is based on the concept of “electronic blessing”, symbolizing connection and blessing: it not only transmits electricity, but also brings good luck. Technically, this cable supports OTG reverse charging technology, allowing users to charge each other and share power between mobile phones, just like the blessings of Mazu spreading among believers. From now until May 31, users can redeem limited quantities through the membership APP “My OPPO” points mall.
The exclusive good luck tablecloth covers various device sizes such as straight mobile phones, folding machines and smart watches, allowing users to set the good luck tablecloth as a portable amulet and take it with them anytime and anywhere. OPPO has also simultaneously planned a limited-edition lottery event on its official community and membership APP. The prizes include the “Co-branded Charging Marriage Line” blessed by Dajia Zhenlan Palace, and the “Pedestrian Gold” with the meaning of ensuring safety and attracting wealth, so as to share Mazu’s blessings with the majority of O fans.
Pray for limited offer: OPPO Watch S protects your health with a 1,000 yuan discount
Circumnavigation is not only a journey of faith, but also a test of physical strength. OPPO has specially launched a limited-time discount on wearable devices for believers: From now until April 26, if you purchase OPPO Watch S at OPPO experience stores and official online stores, you can enjoy a thousand yuan discount, with a preferential price of NT$5,490. If you add more, you will get a limited edition “Co-branded Charging Marriage Cable”.
OPPO Watch S is equipped with health functions such as heart rate monitoring, blood oxygen detection, and GPS track recording. For believers on the Long March, they can instantly understand their physical status and energy consumption, and take care of their health during the journey of faith. This discount strategy also accurately links product usage scenarios with environmental activities, demonstrating OPPO’s marketing ingenuity in the wearable device market.
From products to culture: OPPO’s new thinking on local cultivation
Looking back at OPPO’s participation strategy in Dajiama this time, it can be seen that the brand is trying to establish a deeper connection between “technology products” and “local culture”. From the first exposure of real shots of unlisted flagships, to the general manager leading a team on site, to charging support services regardless of brand, to creative gifts that combine elements of faith, every link points to the same brand appeal: technology should not just be cold specifications, but should be warm and connect with people.
Liu Jin Vincent’s saying that “technology can benefit people and benefit the world” found its most concrete interpretation on the Thyme Road around Dajia Ma. When hundreds of thousands of believers holding various mobile phones walked, recorded and shared in front of the Mazu sedan chair, OPPO used the Hasselblad Master lens of Find X9 Ultra to capture images of this faith event, and also used the free charging of the tour bus to provide endurance for every traveler’s faith footprint. This is perhaps the most touching way of intersection between technology and humanity.
Source: KOCPC Chinese