Oppo F31 launches with ”Insane” Durability Campaign, Targeting Active users
Jakarta, Indonesia – Oppo is aggressively positioning its new F31 smartphone as a leader in rugged reliability with a marketing campaign centered around extreme durability tests. Launching in June 2025, the F31 will be showcased undergoing rigorous trials – including a “Insane Water Test” and a Hammer impact Test – to demonstrate its resistance to water, dust, and physical damage. This strategy aims to capture the attention of consumers prioritizing a robust device, particularly within the competitive mid-range smartphone market.
The campaign highlights the F31’s IP68/IP69 certifications and “Armor Body” design, promising a phone capable of withstanding harsh conditions. Promotional videos will feature the device surviving high-pressure water jets and direct hammer blows, reinforcing the tagline “Next Level Durability.” oppo intends this to resonate with active users like field workers and adventurers who require a phone that can keep up with demanding lifestyles.
Oppo is leveraging a triumphant formula, mirroring the approach used for previous models like the F27 Pro+ and F29, which also emphasized endurance through visually compelling demonstrations. The company plans to distribute the campaign content across social media platforms and youtube, targeting a global audience actively seeking resilient mobile technology.Beyond durability, the F31 boasts a feature set designed to appeal to a broad range of users. The phone will feature a 120Hz AMOLED screen and be powered by a MediaTek Dimensity 7300 chipset, ensuring a balance between ruggedness and performance.
This launch comes as Oppo seeks to strengthen its position against key competitors in the mid-range segment, including Samsung’s M-series and Xiaomi’s Redmi line. By focusing on a clear differentiator – extreme durability – Oppo aims to carve out a unique space in a crowded market. The F31’s campaign represents a strategic move to appeal to a growing segment of consumers who value a phone that can withstand the rigors of daily life and beyond.
Key Details & Context:
Launch Date: June 2025
Target Audience: Users prioritizing reliability, active individuals, field workers, adventurers.
Key Features Highlighted: IP68/IP69 certification, ”Armor Body” design, 120Hz AMOLED screen, MediaTek Dimensity 7300 chipset.
Competitors: samsung M-series, Xiaomi Redmi line.
* Marketing Strategy: Extreme durability tests (“Insane Water Test,” Hammer Impact Test), viral video content on social media and YouTube.
