| Title | THE LOOP |
| Brand | ONEPLUS |
| Product/Service | ONEPLUS 3 |
| Category |
C02. Use of Mobile |
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Entrant
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DIGITASLBi Copenhagen, DENMARK
|
|
Idea Creation
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DIGITASLBi Copenhagen, DENMARK
|
Credits
| Rasmus Frandsen |
DigitasLBi Nordics |
Creative Director |
| Johan Baettig |
DigitasLBi Nordics |
Associate Creative Director |
| Peder Sandqvist |
DigitasLBi Nordics |
Creative technologist |
| Jenny Wästgerd |
DigitasLBi Nordics |
Project Manager |
| Talya Pulver-Lindqvist |
DigitasLBi Nordics |
Producer |
| Kurt Beren-Geiger |
DigitasLBi Nordics |
Senior Copywriter |
| Matt Chapman |
DigitasLBi Nordics |
Head of Client Services |
| Jonas Kääpä |
DigitasLBi Nordics |
Senior User Experience Architect |
| Mattias Andrén |
DigitasLBi Nordics |
Systems Developer |
| Oskar Wimmerman |
DigitasLBi Nordics |
Graphic Designer |
| Lars Ørum |
DigitasLBi Nordics |
Sales Director |
| Pierre Renhult |
DigitasLBi Nordics |
Nordic Managing Director |
| VR Development |
DigitasLBi Amsterdam |
VR Development |
| VFX |
Chimney/Haymaker
|
VFX |
| VFX |
The Gentlemen Broncos |
VFX |
| Sound Design |
RedPipe |
Sound Design |
| Brian Sum |
Freelancer |
Visual Architect |
The Campaign
We created The Loop, A OnePlus space station located 450 kilometres above the Earth’s surface. Once inside the station, visitors could explore it and discover the features of the new smartphone in gamified VR showrooms. The gamification laddered up to the world’s first virtual shopping experience, or v-commerce.
Campaign Success
Implementation:
The Loop is a VR experience made up entirely of 10-second looping animations. This pushed the boundaries of both VR technology, and what people could expect to do with it. Well inside the experience, people could explore the features of the new One Plus 3 smartphone, then order it in the virtual world, and have it delivered to the real one.
Timeline:
The creative process for The Loop began in December 2015. Animation and programming began in February 2016, 3D development and 4D sound began in March and final testing began in May. The experience went live on June 14th, 2016.
Scale:
The Loop was used as the global launch vehicle for the new OnePlus 3 smartphone.
Describe the success of the promotion with both client and consumer including some quantifiable results
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:
•
Average session length in the first hour after launch: 16,5 minutes
•
Sales conversion rate grew to 30% in 6 hours
•
Total downloads in the first 24 hours: 58,000
The Loop is OnePlus’ most successful launch to date and in the end of the campaign the phone sold out.
Explain why the method of promotion was most relevant to the product or service
This project used innovations in accessible VR technology to attract and engage the target audience for the promotion and launch a new smartphone. No paid media was used.
Target Audience:
OnePlus brand fans. They live online and have a love for all things science-fiction, gaming and tech-related.
Approach:
The entire launch campaign was a perfectly timed countdown from the release of The Loop trailer, to the launch of the app and its subsequent update giving fans first dibs on purchasing the phone with the world’s first v-commerce experience.