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OPPO’s Ramadan 2021 campaign featuring MEA ambassador Mo Salah captures the hearts of UAE fans, by M&C Saatchi

The #CaptureTheSpirit campaign generated over 58 million impressions across Facebook, Instagram and Twitter in less than a month.

Global technology brand OPPO’s #CaptureTheSpirit Ramadan campaign, held in collaboration with the brand’s MEA Ambassador Egyptian football legend Mohamed Salah, has seen millions of fans from the UAE and beyond flood its social media platforms. Posting creative, nostalgic photos and videos, OPPO aficionados reminisced about their favourite moments from the most special of all occasions for consumers in the Middle East region.

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Running from April 12 until May 15, 2021, OPPO’s #CaptureTheSpirit campaign featured the Arab football superstar in a TV commercial as he shared his most-missed Ramadan memories from back home – and invited viewers to do the same.

OPPO users across the UAE flaunted the brand’s latest smartphone, Reno5 Pro 5G, which boasts fifth-generation technology ultra-connectivity and super-fast flash charging. Participants submitted short videos which captured what the “spirit of Ramadan” meant to them.

“The goal of this campaign was to promote the incredible spirit of Ramadan, bring families closer together and strengthen bonds through the use of the advanced technology that is available to us nowadays,” said Fadi Abu Shamat, director of strategy and development, OPPO Middle East and Africa. “Not only did participants engage with the brand on our social media platforms, but they also gained a lot of fame; as for the competition winners, they got to take home some of our latest devices.”

“Our videos generated over 45 million impressions on Facebook alone. We were truly pleased to see users interact on OPPO’s social media platforms for the region. User feedback has been largely positive, with OPPO smartphone owners posting on how their devices have beautified their lives,” added Abu Shamat. “Our #CaptureTheSpirit campaign was a reflection of this incredible month, its values of kindness and generosity. Along with our brand MEA ambassador Mo Salah, we reminded people that – despite the pandemic – they would still get to experience Ramadan as they have always known it.”

OPPO’s latest range, the Reno5 Series of smartphones, has secured its place in the market as the top, universal photography device. With superior photography and videography, the Reno5 Series appeals to young content creators who are looking to capture moments in crisp quality with optimum brightness and tack-sharp focus – even in tough environments. The dual-view video feature enables both the front and rear cameras to work simultaneously, merging the user and subject into the same frame for a more dynamic shot.

The OPPO Reno5 Series of smartphones is now available at major retailers and on e-commerce platforms in the UAE.

Agency: M&C Saatchi