We came up with the baseline ‘OPPO is here. Finally.’ On the one hand, it highlights the fact that OPPO is an existing brand with a clean reputation and experience. On the other hand, it also gives the audience the feeling that they can expect something new, something they cannot miss. To create connection with the audience, the ads were in both native Belgian languages Dutch and French. Sur plus, we used the “finally”-strategy for throughout all phases with comparable images so OPPO can always be recognized.