Oneplus Nord Summit International Awards Oneplus Nord Summit International Awards
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ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS OnePlus Nord, India's most anticipated and successful product launch. Ever. OnePlus has become a respected premium challenges demanding a whole new level of smartphone brand loved by many. A relation collaboration and boundaryless creativity, built upon wanting to unsettle the status quo in defined by a relentless commitment, honouring one of the most saturated and intense industries the Never Settle spirit - the heart of everything in the world. 2019 the Smartphone industry we do. grew to USD 715 billion represented by 1.37 Bn units globally, making it the largest consumer electronics market in the world. Dominated by a few of the world's most powerful companies (Apple, Samsung and Huawei). 2020, marked a new chapter. A chapter filled with unthinkable ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Achievements The inception of our new product line; The 01 02 03 OnePlus Nord started in January, with a conversation about our customers, our Best-selling smartphone Best first day of sales in the The most pre ordered and competition, and mobile technologies. It on Amazon Prime Day in history of OnePlus in Europe. successful product launches seemed to us that recent developments India ever. in Amazon India’s history with within each had set a collision course for something truly extraordinary. Customers more than 4.4 million opted in were searching for a mid-tier smartphone to Notify Me. that could deliver a premium experience. The market was flooded with premium phones but with a premium price to match. And mobile technology had reached a level where we felt confident we could deliver that premium experience at a midtier price point without sacrificing quality. This collision became the catalyst for the most successful 04 05 06 product launch in modern history in India. Starting from zero, we analyzed, planned, The world’s first AR The OnePlus Nord Instagram OnePlus Nord surpassed created and produced a 4 week long launch with more than account reached one million Tesla Cybertruck in means of integrated campaign launch, resulting in record breaking results across brand, 620,000 simultaneous followers in less than one month. creating market hype, globally. engagement and sales metrics; viewers watching a 22 minute fully immersive mobile experience. ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Target audience In 2019, Gen Z, became the largest audience segment in the world, constituting 32 percent of the global population, 2.47 billion of the 7.7 billion people on Earth. This generation’s search for truth, individual expression and avoid labels. They mobilize themselves for a variety of causes. Consumption therefore becomes a means of self- expression—as opposed to buying or wearing brands to fit in with the norms of groups. ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Brand positioning and Product positioning personality With the launch of the OnePlus One, our vision was to share the best technology with the world. The defining characteristic of our time can be Our flagship series has the best technology captured in a single word: more. More stuff. More without a doubt, but we think we can do better at speed. More pressure. And, some of this as a the whole sharing with the world part. Moving result of our way to use and engage with forward, we went back to the beginning. We asked technology. It becomes overwhelming. ourselves what we would need to do to deliver a Technology isn’t about more by chance, it’s about smooth experience, powerful cameras, and more because that’s where we have steered it. exceptional quality. And how we could do it in a But if we can find our way back to its roots, tech as way that allowed more people than ever to access an enabler—we can use it to express ourselves in OnePlus technology. In one of the fastest design- ways never before possible. Positioning us as tech to-market processes ever, we pushed ourselves, that is freeing, empowering us to live our own challenged each other, to bring back new focus to lives. It’s a life not defined by more, but defined by the essentials of the modern smartphone. purpose – our own Nord. Coupled with a personality defined by being honest and real. OnePlus Nord - Pretty much everything you could Striking a conversational tonality and never shy ask for. away from being playful and open. ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Integrated Marketing Communications plan The backbone methodology of the whole campaign is the IMC plan, outlining and detailing all different market activities making sure they are integrated and optimized to fit with each market vehicle (Creative assets, PR/Collaborations, E- commerce and Digital marketing). By orchestrating them and by anchoring all marketing efforts with the product itself (hardware and software), we will not only compete, but also beat the best – irrespective of levels of gun powder (budget) ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Integrated media mix (5 medias) The four weeks launch campaign was initiated by us introducing and teasing our private ING account #theonepluslitezthing which made a blast, making Facebook needing to shut down our account due to “technological issues”. The OnePlus Lite Z Thing was our answer to the vast amount of people speculating about the name. We then opened the account and made it public by launching our first Documentary episode – New Beginnings (out of four), only accessible via We utilized Youtube's Masthead exposure to IGTV. A transparent/open variete style promote our brand manifest and made a complete documentary that we started to record back in takeover when the AR-experience went live, January 2020. resulting in more than 620.000 people watching. With the AR concluding our launch we then initiated It quickly became our authentic voice to the a virtual Instagram Pop-up lining up 500.000 people market, leaking product features and announced all using their own personal avatars when standing key milestones. In parallel to populating our ING in line, ready to purchase the product. account with content we launched a unique series of product KSPs (Key selling points) animations, all This campaign is our own testament and promise to manifesting our unique visual ID (Bells&Whistles). never settle, always seeking new ways of doing This running up to the crescendo – The AR things. Launch. The worlds first 22 minutes long product launch done in Augmented Reality. This way Nord. ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Five integrated media 01 Private IG Account 02 Documentary 03 Masthead, Manifesto and Product Film 04 Launch in Augmented Reality (AR) 05 Virtual Pop-up ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Media 01 Private IG Account Our private IG account was named “onepluslitezthing” The goal is to make people excited about a new important announcement coming up for OnePlus. Built upon the constant speculation on what the product name would be. The Z or the Lite edition, no one could imagine it would be called The Nord. Posts during the teasing period includes limited pre order count down, IG stories and our documentary teasers among much more. ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Media 01 Private IG Account (Our unique graphical DNA) The goal is to highlight OnePlus Nord key selling points (KSPs) ahead of the launch to generate hype and anticipation. We developed a completely unique graphical expression, mirroring the target groups way of communicating combining graphics/photos/ illustrations - in one never seen before Smartphone brand play out. ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Media 02 Documentary The goal is to build awareness of OnePlus Nord product line now that it has been announced. Honoring our values of being real Episode 1 Episode 2 https://www.youtube.com/watch? https://www.youtube.com/watch? and open we welcomed all our users to v=GxqKXbp1Pn8&list=PL7EC4di4h1qf-VXmqmdb- v=GycQe90nlko&list=PL7EC4di4h1qf- witness what happens behind the scenes bc7j9M90TY2D&index=2&t=104s VXmqmdb-bc7j9M90TY2D&index=10 when bringing a modern smartphone to life. Four documentary episodes covering the full journey. Topped off with the Amazon Prime special edition, introducing the whole story from start to end. Amazon Documentary https://www.amazon.co.uk/New-Beginnings-Carl-Pei/ dp/B08G59YCKP/ref=sr_1_1? dchild=1&keywords=new+beginnings&qid=15991760 90&s=instant-video&sr=1-1 Episode 3 Episode 4 https://www.youtube.com/watch? https://www.youtube.com/watch?v=4cVUQzqOQ- v=wlKLZq8K7MM&list=PL7EC4di4h1qf-VXmqmdb- I&list=PL7EC4di4h1qf-VXmqmdb-bc7j9M90TY2D&index=24 bc7j9M90TY2D&index=18 ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Media 03 Masthead, Manifesto and Product Film We leveraged the fire power that comes from Youtube´s Masthead. On launch day we combined assets from the AR launch, Our brand Manifest and the Product film - all being worked in parallel reaching extreme amounts of viewership and engagement. Positional film https://www.youtube.com/watch?v=QbV- KZa6JWc&list=PL7EC4di4h1qf-VXmqmdb- bc7j9M90TY2D&index=5 #MyNord https://www.youtube.com/watch?v=d- dBGRwAeNA Product film https://www.youtube.com/watch? v=Mn2R9wLSW-I ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Media 04 AR Launch (invite) The invite was not just a piece of paper, but a whole immersive experience in itself with embedded AR coordinates making the experience come alive starting from the second when opening the envelope. ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Media 04 AR Launch The goal is to build awareness of OnePlus Nord product line now that it has been announced and to experience world’s first smartphone launch in full Augmented reality. A 22 minutes long ride into a world without boundaries - An immersive experience across kitchens, living rooms and office spaces (where ever our audience happened to be located) AR livestream https://www.youtube.com/watch?v=MiKv4cw1KAQ ONEPLUS NORD SUMMIT INTERNATIONAL AWARDS Media 05 Virtual Pop-up Since we live in total or partial lock down, we needed to work on a virtual pop-up logic.