We created the world's thinnest ad: Being only 4.85mm thin, the 'R5' could fit in a newspaper's column and even in between other traditional advertising space. We dramatised this world's-first feature by buying multiple thinnest media spaces, such as the columns amongst news articles and the margins between classified and traditional ads.

As a result, we launched the 'R5' with a series of world's-first thinnest ads.

Demonstrating the world's thinnest smartphone in the world's thinnest ad proved to be an effective and impactful piece of communication. OPPO R5 received a record number of online search hits, resulting to an increase of 350% in awareness and 200% in sales. OPPO was back in the game and consumers now see OPPO as an innovative and world-class technology brand.