In 2022-2023, there is a reshuffle of the Russian smartphone market: active competition for leadership between the largest Chinese brands that have managed to establish a presence in Russia. At that time, OPPO was only in the second dozen of brands: less than half of the consumers knew about it, and barely one in ten considered buying it. In the current situation, OPPO could not engage in a direct media battle with the largest Chinese brands that had already established themselves, as well as with two historical leaders in the smartphone market supported by retailers. The traditional path of sequential investments in extensive media campaigns required significantly higher budgets and a longer time to achieve results. We saw an opportunity in creating a viral campaign with a celebrity that would be interesting to our audience, following various trends, clearly stating the OPPO brand, and highlighting the features of the new smartphone. We integrated into the popular show "Stars in Africa" on TNT and filmed a scene where Olga Buzova is proposed to using a smartphone. Right on the set during the advertising integration, a young man suddenly kneels before Olga. In his hands, he holds a foldable smartphone opened like a little box, with the ring displayed on the screen. In the first stage of the campaign, we launched this viral unbranded teaser in lifestyle media and social networks, including Olga's own accounts. After several days, when the sensation spread across channels and public pages, and the intrigue reached its peak, the secret of the proposal of hand and heart was revealed on VKontakte. A branded video clip with the full story of the proposal to Olga Buzova appeared on the social network. Similar video clips were released as part of the TV show "Stars in Africa" and digital resources. Additional coverage was provided by influencer posts on social networks supporting the news event. We were able to create a truly viral campaign - the "word of mouth" effect ensured a total reach of over 43 million. This guaranteed the desired outcome - building brand awareness on a very limited budget. The initial goal of significantly increasing OPPO's awareness in Russia was successfully achieved (+10.8 percentage points from 53.0% to 63.8%, exceeding the target by 2 times), and consideration for purchase more than doubled (from 9.3% to 19.8%, surpassing the target by 3 times). From being in the second tier, the brand moved to the 7th position among all smartphone manufacturers in the Russian market based on this metric. We didn't opt for creating a traditional 360 campaign for the launch of the new smartphone and heavily investing in TV and digital advertising. Instead, we found a way to make a loud statement and position ourselves as key players in the market behind the scenes, all within a limited budget. Our pride lies in the method we discovered to combine a relevant consumer insight, product feature, and a relevant celebrity into one comprehensive package. And, of course, the idea itself - using a smartphone as a ring box. It seems like no one had utilized this device in communication before us.