OnePlus Swings the Bat to Success with Two Campaign Wins During the ICC Men’s T20 World Cup 2024
Cricket is worshipped in India and the nation’s unwavering support for the Indian Cricket Team reaches its peak during major tournaments, drawing in millions of enthusiastic viewers. This passion was on full display as the ‘Men in Blue’ clinched victory at the ICC Men’s T20 World Cup 2024. But the excitement didn’t stop on the pitch—OnePlus made a strategic call to leverage the tournament’s massive scale on Disney+ Hotstar that led to immense brand success. Here’s how the brand achieved their campaign goals:
Objective:
A leader in the smartphone industry, OnePlus sought to amplify the appeal of both its flagship OnePlus 12 Series and the Nord CE4 Lite 5G, targeting a tech-savvy, premium audience. The goal was clear: increase brand awareness and spark purchase intent, particularly among consumers who value performance and innovation.
Approach:
OnePlus strategically launched two distinct campaigns across Disney+ Hotstar during the ICC Men’s T20 World Cup, each tailored to the unique attributes of the products.
- The OnePlus 12 Series Campaign:
To emphasize the flagship model’s long battery life, OnePlus launched an ad creative which showcased the phone’s high battery life through a basketball player who vlogged non-stop for 8-hours. The 20-second ad creative ran ROS (run on site) on CTV during 13 key World Cup matches, ensuring that OnePlus captured the attention of its digital-first, premium audience. - The Nord CE4 Lite 5G Campaign:
Meanwhile, for the Nord CE4 Lite 5G, the focus shifted to its sleek design and affordability. The campaign brought the phone’s features to life through dynamic creative animations that highlighted its 5G capabilities and modern look. With 15-second ads running on mobile devices during 10 key matches, OnePlus specifically targeted users with devices valued at under ₹25,000. The goal was to position Nord CE4 Lite 5G as the perfect combination of performance and pocket-friendly pricing.
The Impact:
Both campaigns achieved remarkable success, resulting in significant uplifts in overall metrics among the target audience. By seamlessly integrating CTV and mobile respectively for each campaign—OnePlus was able to reach a diverse range of viewers across age and gender demographics, pan India. The engaging ad creatives coupled with the excitement of the ICC Men’s T20 World Cup 2024 ensured that OnePlus not only captured the audience’s attention but also bolstered its position as a top choice for premium smartphones.
In the end, OnePlus’ association with Disney+ Hotstar exemplified how a well-thought-out, dynamic campaign could drive both brand awareness and purchase intent.
Brand Speak:
