The brief
The annual China Digital Entertainment Expo and Conference (ChinaJoy) is one of the digital entertainment industry’s true mega events. The show brings together all the latest products and technologies from the worlds of games, animation and esports, making it an irresistible attraction for young audiences.
The 2021 edition was held at the Shanghai New International Expo Center from July to August. Pico has once again been entrusted by OPPO to activate their brand presence at the show, with services including design and build, event management and booth operation.
Insight
OPPO specifically aimed to attract young consumers of the latest trends – no easy task in a vast setting such as ChinaJoy, with its endless displays of novel technologies, products and games. The solution was a ‘toy factory’ booth offering a series of themed experiences and absorbing activities. As an added attraction, it would feature elements of the popular anime ‘Case Closed’ and the mobile game ‘League of Legends’.
Solution
Themed ‘OPPO Toy Factory’, the 690 sq. m. booth featured a simple layout decorated in bright fluorescent green, dark grey and silver, creating an eye-catching and memorable space for visitors.
In the main stage area, various game battles and performances generated a lively audience atmosphere. Nearby, the ‘Case Closed’ exhibition invited visitors to join in an immersive mini escape room game designed around OPPO products. Participants raced against the clock as they searched for clues at check-in points hidden in a display of limited-edition products and backdrops of famous animation scenes. Their correct or incorrect solutions to the mystery triggered different special effects. The ‘Case Closed’ zone also physically debuted customised mobile phones and other limited products, ensuring that it would attract a constant stream of fans.
In another themed zone – the Colosseum-like ‘League of Legends’ – visitors could challenge themselves with a choice of 17 games, check-in using mobile phones, and engage in interactive experiences such as a giant claw crane. A lucky draw gave them a further chance to win gifts and return home fully loaded.
