Flashback to 2014 before the brand’s India sojourn. For one of its earliest campaigns, the Chinese mobile brand OnePlus<\/a> came up with ‘Smash the Past’ which essentially required people to send videos of them smashing their handsets (only some chosen models) and 100 would stand to get an invite for the just launched phone. This one ran into fair amount of trouble – and was called names ranging from wasteful, to being dangerous. Post the backlash, it reappeared in a toned down form. Another launch campaign, this one specifically targeted at women, called ‘Ladies First’ was about women drawing the OnePlus logo on themselves, taking a photo and posting it, and then waiting for a rating. A select number of ‘most well liked’ photos would have the option of buying the phone. The contest was termed degrading to women and eventually pulled out following sizable criticism. And now a brand that earned its stripes being edgy and unconventional has opted for the most tried and tested trope of our times: an over one minute long digital film, filled with montages. 闪回到2014年前品牌的印度逗留。其最早的活动之一,中国移动的品牌OnePlus想出了“砸过去”,本质上要求人们把他们砸手机的视频(只有一些选择模型)和100站刚刚推出的一个邀请电话。这一跑进大量的麻烦,叫名字从浪费的,是危险的。后反弹,重新出现在一种缓和了。另一个发射活动,这一专门针对女性,被称为“女士优先”是对女性绘画OnePlus标志本身,拍照并上传它,然后等待一个评级。的“最受欢迎”将可以选择购买手机照片。比赛被称为有辱人格的女性,最终退出后相当多的批评。现在一个品牌获得它的条纹是前卫和非常规已经选择了我们这个时代的大多数尝试的比喻:一分之一分钟数字电影,充满了蒙太奇。
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\nSays Karan Sarin, head of marketing -India, OnePlus, \"Our guiding philosophy ‘never settle’ is all about pushing boundaries and with this campaign we want to build that philosophical connect, with our community and future users, and get them to be part of this way of life.\" About the choice of the medium he says, \"We are building a digital-first brand and we believe this is a smart approach to launch a brand campaign as well.\" Conceptualised by Orchard Bengaluru, part of the Leo Burnett group, the film has been shot by well-known Stockholm headquartered Seventy Agency, which has previously worked on Google and IKEA amongst others.
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\nThe OnePlus ‘Never Settle’ campaign
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\nThe film shows a bunch of young people going about their lives and doing things, with a thickly accented voiceover working to sew the pieces together. Sharing the brief given to the agency, Sarin says, \"with this campaign, we want to touch that emotional chord with our audience and inspire them to push themselves to try once more, to give things another go and then another, as that’s what makes the difference between good and great.\" Vinod Eshwer, executive creative director, Orchard adds that the brief given by the client was very clear in its requirement: no specific product features to be highlighted and just convey what we stand for as a brand.
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The aspirational-meets-inspirational treatment does remind one of recent campaigns from the likes of Levis, Nike, Facebook etc. As per Jacob Fant, managing partner of the 3-year old Seventy Agency, \"We wanted to spice up the commonly used ‘slice of life’ visuals, by adding another layer of human or environmental vibrance, thereby revisiting some of the most appreciated lifestyle ads every done.\" Quite a shift, most would point out for a brand that has done some rather attentiongrabbing stuff like the very popular flash sales, community building and offbeat marketing initiatives, for instance, pop-up stores that helped register and sustain a strong mindshare in India. According to Jaipal Singh, market analyst, client devices<\/a>, IDC (International Data Corporation), \"The brand is continuously getting the momentum and completed their biggest quarter in Q4-2015 with an aggressive 726% growth over Q4-2014, on the back of OnePlus X launch and growing demand for the flagship OnePlus Two.\" Of course, its core challenge is twopronged: not having any presence in the offline space, which still accounts for around 70% of the smartphone<\/a> market in India and the lack of a footprint in the high volume segment, since 86% of the Indian Smartphone Market lies below $200, as per the 2015 figures. According to Girish Trivedi, co-founder of Monk Consulting, while the brand’s go to market strategy seems to be in place, India is hyper-competitive, and if the brand intends driving volumes, it will have to move down price points (as shown by all players including the recent announcement by Apple).
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\nWhat has worked for OnePlus so far is a strong invite-only WOM (word of mouth) campaign making it exclusive and premium backed by great features at a good price, feels Shekhar Banerjee, COO - Madison Media and in that context a pure equity film like this has a much lesser impact unless there is a clear KPI of breaking an imagery barrier. He finds the campaign radically different from the category advertising. Will it cut the ice with the TG of the brand: the upwardly-mobile aspirational segment, purportedly mature and digitally savvy? Samyak Sanjoy Chakrabarty, managing director, Social Quotient, feels this specific brand campaign does not seem to have any major differentiator or wow factor. It has tried to capture the spirit of their TG but quite unsuccessfully so, he adds. What has worked in other parts of the globe may not be as palatable here, unless given cultural flavour and context. Otherwise it’s just another brand with pretty people doing pretty things, playing to a standardised inspirational template.\n\n<\/p><\/body>","next_sibling":[{"msid":51608875,"title":"Illegal sale of SIM cards: Cyberabad Cops warn telecom cos","entity_type":"ARTICLE","link":"\/news\/illegal-sale-of-sim-cards-cyberabad-cops-warn-telecom-cos\/51608875","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":51609701,"entity_type":"ARTICLE","title":"Will the pluses add up for Chinese mobile brand OnePlus?","synopsis":"The famously digital-first Chinese mobile brand OnePlus, has launched its maiden campaign for the Indian market. Will it add up?","titleseo":"telecomnews\/will-the-pluses-add-up-for-chinese-mobile-brand-oneplus","status":"ACTIVE","authors":[{"author_name":"Amit Bapna","author_link":"\/author\/479216656\/amit-bapna","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479216656.cms?width=100&height=100&hid=268","author_additional":{"thumbsize":false,"msid":479216656,"author_name":"Amit Bapna","author_seo_name":"amit-bapna","designation":"Editor","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2016-03-30 09:13:38","lastupd":"2016-03-30 09:23:20","breadcrumbTags":["Smartphone","Devices","oneplus"],"secinfo":{"seolocation":"telecomnews\/will-the-pluses-add-up-for-chinese-mobile-brand-oneplus"}}" data-authors="[" amit bapna"]" data-category-name="" data-category_id="" data-date="2016-03-30" data-index="article_1">
营销主管说,卡兰沙林印,OnePlus,“我们的指导思想没有解决的都是关于推动这项运动边界和我们想要构建哲学联系起来,与我们的社会和未来的用户,并让他们这种生活方式的一部分”。About the choice of the medium he says, "We are building a digital-first brand and we believe this is a smart approach to launch a brand campaign as well." Conceptualised by Orchard Bengaluru, part of the Leo Burnett group, the film has been shot by well-known Stockholm headquartered Seventy Agency, which has previously worked on Google and IKEA amongst others.
OnePlus从未解决的活动
这部电影展示了一群年轻人对他们的生活和做事,用厚口音的画外音工作块缝在一起。分享简短的机构,萨林说,“这个活动,我们想联系我们观众情感上的共鸣,激励他们推动自己尝试一次,给另一个,然后另一个,这就是区别好和伟大的。”Vinod Eshwer, executive creative director, Orchard adds that the brief given by the client was very clear in its requirement: no specific product features to be highlighted and just convey what we stand for as a brand.
aspirational-meets-inspirational治疗并提醒李维斯的最近的活动之一,耐克、Facebook等。根据雅各布·范特管理合伙人七十名3岁的机构,“我们希望香料的常用的生活片的视觉效果,通过添加另一个人类或环境振动的层,从而重新审视一些最赞赏的生活方式每做广告。”Quite a shift, most would point out for a brand that has done some rather attentiongrabbing stuff like the very popular flash sales, community building and offbeat marketing initiatives, for instance, pop-up stores that helped register and sustain a strong mindshare in India. According to Jaipal Singh, market analyst, client设备IDC(国际数据公司),“品牌不断得到动量和完成他们的最大季度第四季度- 2015年积极增长726%在2014年第四季度,在OnePlus X旗舰OnePlus两个发射和不断增长的需求。”Of course, its core challenge is twopronged: not having any presence in the offline space, which still accounts for around 70% of the智能手机在印度市场,缺乏高容量的足迹,因为智能手机市场86%的印度200美元以下,根据2015年的数据。根据Girish Trivedi,和尚的联合创始人咨询,而品牌的市场策略似乎是,印度竞争太过激烈,如果品牌计划开车卷,它将不得不降低价格点(如图所示由所有球员包括最近宣布苹果)。
迄今为止为OnePlus工作的强烈邀请蠕虫(口碑)运动使其独家和保险费由伟大的功能在一个好价钱,感觉Shekhar Banerjee,首席运营官——麦迪逊媒体和在这种情况下纯股本电影这样的影响小得多,除非有明确的KPI打破了图像障碍。他发现的运动完全不同的分类广告。它会降低冰的TG品牌:有上升趋势的有抱负的段,据称成熟和数字精明?董事总经理Samyak Sanjoy Chakrabarty、社交商感觉这特定品牌活动似乎并没有任何重大差异或哇因素。它试图捕捉他们的精神TG但很失败,他补充道。曾在世界的其它地方,可能不如这里的美味,除非给文化味道和上下文。否则只是另一个品牌和漂亮的人做得事情,玩一个标准化的模板。
Flashback to 2014 before the brand’s India sojourn. For one of its earliest campaigns, the Chinese mobile brand OnePlus<\/a> came up with ‘Smash the Past’ which essentially required people to send videos of them smashing their handsets (only some chosen models) and 100 would stand to get an invite for the just launched phone. This one ran into fair amount of trouble – and was called names ranging from wasteful, to being dangerous. Post the backlash, it reappeared in a toned down form. Another launch campaign, this one specifically targeted at women, called ‘Ladies First’ was about women drawing the OnePlus logo on themselves, taking a photo and posting it, and then waiting for a rating. A select number of ‘most well liked’ photos would have the option of buying the phone. The contest was termed degrading to women and eventually pulled out following sizable criticism. And now a brand that earned its stripes being edgy and unconventional has opted for the most tried and tested trope of our times: an over one minute long digital film, filled with montages.
\n
\nSays Karan Sarin, head of marketing -India, OnePlus, \"Our guiding philosophy ‘never settle’ is all about pushing boundaries and with this campaign we want to build that philosophical connect, with our community and future users, and get them to be part of this way of life.\" About the choice of the medium he says, \"We are building a digital-first brand and we believe this is a smart approach to launch a brand campaign as well.\" Conceptualised by Orchard Bengaluru, part of the Leo Burnett group, the film has been shot by well-known Stockholm headquartered Seventy Agency, which has previously worked on Google and IKEA amongst others.
\n
\n
\n
\n
\n
\n
\nThe OnePlus ‘Never Settle’ campaign
\n
\nThe film shows a bunch of young people going about their lives and doing things, with a thickly accented voiceover working to sew the pieces together. Sharing the brief given to the agency, Sarin says, \"with this campaign, we want to touch that emotional chord with our audience and inspire them to push themselves to try once more, to give things another go and then another, as that’s what makes the difference between good and great.\" Vinod Eshwer, executive creative director, Orchard adds that the brief given by the client was very clear in its requirement: no specific product features to be highlighted and just convey what we stand for as a brand.
\n
The aspirational-meets-inspirational treatment does remind one of recent campaigns from the likes of Levis, Nike, Facebook etc. As per Jacob Fant, managing partner of the 3-year old Seventy Agency, \"We wanted to spice up the commonly used ‘slice of life’ visuals, by adding another layer of human or environmental vibrance, thereby revisiting some of the most appreciated lifestyle ads every done.\" Quite a shift, most would point out for a brand that has done some rather attentiongrabbing stuff like the very popular flash sales, community building and offbeat marketing initiatives, for instance, pop-up stores that helped register and sustain a strong mindshare in India. According to Jaipal Singh, market analyst, client devices<\/a>, IDC (International Data Corporation), \"The brand is continuously getting the momentum and completed their biggest quarter in Q4-2015 with an aggressive 726% growth over Q4-2014, on the back of OnePlus X launch and growing demand for the flagship OnePlus Two.\" Of course, its core challenge is twopronged: not having any presence in the offline space, which still accounts for around 70% of the smartphone<\/a> market in India and the lack of a footprint in the high volume segment, since 86% of the Indian Smartphone Market lies below $200, as per the 2015 figures. According to Girish Trivedi, co-founder of Monk Consulting, while the brand’s go to market strategy seems to be in place, India is hyper-competitive, and if the brand intends driving volumes, it will have to move down price points (as shown by all players including the recent announcement by Apple).
\n
\nWhat has worked for OnePlus so far is a strong invite-only WOM (word of mouth) campaign making it exclusive and premium backed by great features at a good price, feels Shekhar Banerjee, COO - Madison Media and in that context a pure equity film like this has a much lesser impact unless there is a clear KPI of breaking an imagery barrier. He finds the campaign radically different from the category advertising. Will it cut the ice with the TG of the brand: the upwardly-mobile aspirational segment, purportedly mature and digitally savvy? Samyak Sanjoy Chakrabarty, managing director, Social Quotient, feels this specific brand campaign does not seem to have any major differentiator or wow factor. It has tried to capture the spirit of their TG but quite unsuccessfully so, he adds. What has worked in other parts of the globe may not be as palatable here, unless given cultural flavour and context. Otherwise it’s just another brand with pretty people doing pretty things, playing to a standardised inspirational template.\n\n<\/p><\/body>","next_sibling":[{"msid":51608875,"title":"Illegal sale of SIM cards: Cyberabad Cops warn telecom cos","entity_type":"ARTICLE","link":"\/news\/illegal-sale-of-sim-cards-cyberabad-cops-warn-telecom-cos\/51608875","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":51609701,"entity_type":"ARTICLE","title":"Will the pluses add up for Chinese mobile brand OnePlus?","synopsis":"The famously digital-first Chinese mobile brand OnePlus, has launched its maiden campaign for the Indian market. Will it add up?","titleseo":"telecomnews\/will-the-pluses-add-up-for-chinese-mobile-brand-oneplus","status":"ACTIVE","authors":[{"author_name":"Amit Bapna","author_link":"\/author\/479216656\/amit-bapna","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479216656.cms?width=100&height=100&hid=268","author_additional":{"thumbsize":false,"msid":479216656,"author_name":"Amit Bapna","author_seo_name":"amit-bapna","designation":"Editor","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2016-03-30 09:13:38","lastupd":"2016-03-30 09:23:20","breadcrumbTags":["Smartphone","Devices","oneplus"],"secinfo":{"seolocation":"telecomnews\/will-the-pluses-add-up-for-chinese-mobile-brand-oneplus"}}" data-news_link="//www.iser-br.com/news/will-the-pluses-add-up-for-chinese-mobile-brand-oneplus/51609701">
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