OPPO and MBC Partnership Brings Popular US Reality Singing Competition TV Show to the Region

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  • ‘The Masked Singer: Inta Min?’ show marks the regional debut of OPPO’s mascot – Ollie
  • OPPO takes the excitement of the show even further with a digital contest that gives consumers a chance to be part of a TV commercial

Dubai, UAE: Global technology and smartphone company, OPPO, has collaborated with the region’s leading media conglomerate, to bring to the Middle East The Masked Singer: Inta Min? – the Arabic version of the US reality singing competition TV show, The Masked Singer. A long-time supporter of several editions of The Mask Singer across the world, OPPO utilise MBC-produced show to mark the regional debut of the brand’s loveable mascot – Ollie, who has become a popular character among the celebrity-packed glamorous program.

Hosted by Lebanese presenter Annabella Hilal, The Masked Singer – Inta Min? sees celebrities compete against each other while their identity is entirely concealed in an elaborate costume. After each celebrity performance, appointed celebrity judges try to guess who they are after listening to them perform and receiving various clues alluding to their identities. OPPO’s mascot, Ollie, has a special role to play in the show – he hosts the “masked singers” backstage in the OPPO Studio before they make an appearance on stage for a spectacular performance. Not only does Ollie bring OPPO’s spirit to the show, Ollie is also the custodian of the results – taking his OPPO Reno4 smartphone to share with the presenter what everyone is waiting for after each round.

OPPO is taking the excitement of the show even further with the launch of a digital contest that will give consumers a chance to be part of a TV commercial. Consumers need to use a specially-created OPPO filter that masks their face, follow the music and imitate the actions from a hero video – also created by OPPO and post on their social media channels including Instagram and Twitter. For. The most creative entries stand to win prizes including starring in a TV commercial or winning an OPPO smartphone.

Fadi Abu Shamat, Director of Strategy and Development at OPPO MEA, said, “We are very excited about the expansion of our global partnership with The Masked Singer that allows us to bring the suspense and thrill of this unique reality competition to the Middle East audiences. This initiative is in line with our ‘glocalisation’ strategy that customises international partnerships and strategies and makes them relevant to people in the region. Music and entertainment are an important part of Arabic hospitality and culture, and we are sure that ‘The Masked Singer: Inta Min?’ will resonate with our regional audience. This is what made the show an ideal platform for Ollie to make his debut and introduce himself to OPPO users and all consumers in the Middle East. Ollie has been steadily making his way across the globe and with access to MBC’s wide audience base, he is sure to become a recognisable character across the region.” 

Featuring 12 masked Arab celebrities, the TV show also hosts four celebrity judges including Syrian Actor Qusai Khouli, Lebanese Singer and Actor Cyrine Abdelnour, Egyptian Actor Hasan El-Raddad, and Saudi Broadcaster Muhannad Al-Hamdi who altogether add flavor to the show. Viewers also get the chance to explore OPPO’s latest Reno4 smartphone series through the videos of clues filmed for each participating “masked singer”. Elevating portrait photography and night videography to all-new heights, the design-led Reno4 series rides on young people’s desire to constantly create better content and to share content and experiences that will make them famous online.

OPPO is committed to engaging with customers in ways that matter the most to them. Recognising the popularity of reality shows and the high level of celebrity appeal in the Middle East, The Masked Singer: Inta Min? and the digital contests are a part of several OPPO’s initiatives to connect with consumers and inspire them. 

About OPPO:

OPPO is a leading global technology brand since 2004, dedicated to providing products that seamlessly combines art and innovative technology. 

OPPO is on a mission to building a multiple-access smart device ecosystem for the era of intelligent connectivity. The smartphone devices have simply been a gateway for OPPO to deliver a diverse portfolio of smart and frontier technologies in hardware, software and system. In 2019, OPPO launched a $7 Billion US Dollar three-year investment plan in R&D to develop core technologies furthering design through technology.

OPPO is firmly pursuing the creation of the best technology products and technological artistry for global users. Based on the brand elements of leading, young and beautiful, OPPO dedicates to the mission of letting the extraordinary users enjoy the beauty of technology. 

For the last 10 years, OPPO has focused on manufacturing smartphones with camera capabilities that are second to none. OPPO launched the first mobile phone, the Smile Phone, in 2008, which marked the launch of the brand’s epic journey in exploring and pioneering extraordinary technology. Over the years, OPPO has built a tradition of being number one, which became a reality through inventing the world’s first rotating camera smartphone way back in 2013, launching the world’s then thinnest smartphone in 2014, being the first to introduce 5X Zoom ‘Periscope’ camera technology and developing the first 5G commercial smartphone in Europe. 

Today, OPPO was ranked as the number four smartphone brand globally. OPPO brings the aesthetics of technology of global consumers through the ColorOS system Experience, and Internet service like OPPO Cloud and OPPO+. 

OPPO’s business covers 40 countries with over six research institutes and four R&D centers across the world, from San Francisco to Shenzhen. OPPO also opened an International Design Centre headquartered in London, driving cutting edge technology that will shape the future not only for smartphones but for intelligent connectivity.

About OPPO MEA:

OPPO started its journey in the Middle East and Africa (MEA) region in 2015 after setting up its regional office in Egypt. Following the immense success of the brand’s sales centre in Cairo in the first year, OPPO accelerated its expansion plan across the MEA region and inaugurated its country operations in the UAE in 2019. Now OPPO is physically present in more than 12 markets across the region, including Egypt, Algeria, Tunisia, Morocco, Unites Arab Emirates, Saudi Arabia, Oman, Kuwait, Bahrain, Qatar, Kenya, Nigeria, and the Levant.

To empower its presence in the region in line with its product localisation strategy, OPPO further invested in MENA and set up its very own factory in Algeria in 2017, thus, becoming the first Chinese brand to build a manufacturing premises in North Africa. Based on insights of local consumers in each country, OPPO has evolved the progress of product localisation, taking into consideration several perspectives towards each market, including product localisation, to further meet the core needs of users; marketing localisation, to better communicate with local young customers; and talent localisation, to understand local consumers further and provide an optimum customer service.

Within the last year, OPPO has started to adjust its product line in the Middle East region specifically. This has included the launch of its flagship OPPO Find X Series and the introduction of the OPPO Reno Series. OPPO will continue to evolve its local product line to offer more premium series to consumers in the region. 

A forward-thinking international technology company, OPPO strives to be a sustainable company that contributes to a better world and have enacted positive change in every way possible through activating local community initiatives and humanitarian, charity campaigns.