VR and AR marketing campaigns
THE LOOP - LAUNCHING THE ONEPLUS 3
ID | |||
| 76 | |||
Submitted to Category | |||
| VR and AR marketing campaigns | |||
Project Title | |||
| THE LOOP - LAUNCHING THE ONEPLUS 3 | |||
Project Client | |||
| OnePlus | |||
Project Description | |||
| About OnePlus OnePlus is a global start-up challenging conventional concepts of technology. Created around the “Never Settle” mantra, OnePlus creates exquisitely designed devices with premium build quality and high performance hardware. In 2015, OnePlus surprised the world with the first product launch in VR and in 2016 they needed to take this idea to the next level for the launch of their newest and so far most advanced flagship smartphone, Oneplus 3. To create the most engaging and interactive experience for Oneplus' community and technology enthusiasts, we created 'The Loop' - the world’s first VR looping animation and the world’s first global shopping experience in a VR-app. Insight & Strategy `The Loop` is the name of the VR experience that creates a mélange of never-ending animations in a virtual space station high above the Earth’s surface. While inside The Loop, users can explore many of the key features of the new OnePlus 3, and even order the smartphone in the virtual world – and then have it delivered to the real one. The campaign delivers the world’s first VR looping animation app and using a VR headset, potential customers are welcomed on board the OnePlus office of the future. Creative & Technology Based on 360° CGI and 4D sound technologies we created an interactive experience, which has not been seen before and sets a new standard for VR experiences on smartphones. The campaign creates an interactive and engaging experience through ingenious use of seamlessly looped Hollywood quality CGI 3D stereoscopic visuals. The custom VR playback engine is optimized for low latency, high resolution, high frame-rate mobile VR immersion, making it possible for viewers to enjoy a rich VR experience on a normal smartphone. Activation The campaign’s goal is via the app to result in a strong community engagement for OnePlus fans and technology enthusiasts. | |||
Project Motivation | |||
| The OnePlus 3 launched on June 14, 2016, and The Loop can be downloaded from Google Play and the App Store. For the first 2.5 hours OnePlus 3 could only be ordered from inside The Loop. The campaign has within the first day of the launch resulted in: Total downloads in the first 24 hours: 58,000 Conversion rate during the first 2,5 hours: 12 % (3800 purchases, 31,745 visits) Average session length in the first hour after launch: 16,5 minutes The campaign was launched in the US, Europe, India and China. This mobile app has got a first use of spacial sound, 4K video, 10 second loops combined with V-commerce AND a product launch. | |||
URL with more info / demo / video | |||
| http://awards.digitaslbi.nl/2017/dutchvrawards/oneplus/ | |||
Name | |||
| Hanny van Hout | |||
Company | |||
| DigitasLBI Amsterdam | |||
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