OnePlus taps into Disney+ Hotstar’s CTV targeting during T20 WC & festive season to prompt high purchase intent

Indians love to upgrade their phones during the festive season. They have set aside the money to do so and are bombarded with discounts and offers to put it to use. Phone brands must stand out of the clutter and ensure top-of-mind recall and preference to make the most of the season.

OnePlus found the overlap between the festive season and the T20 World Cup in 2022 to be the perfect time to run the campaign promoting the OnePlus 10 Pro. The brand partnered with Disney+ Hotstar to leverage the platform’s unique, industry-first and efficient ConnectedTV offerings. 

The Strategy & Execution

OnePlus wanted to build brand awareness, favourability and purchase intent among premium, affluent viewers. Disney+ Hotstar identified that T20 World Cup’s soaring CTV viewership could lead to high visibility amongst OnePlus’ target audience of 22 to 40-year-olds, urban, affluent, digital-first audiences.

Premium audiences on CTV have a high purchasing power to buy high-end phones, making the medium apt for the OnePlus 10 Pro. They are tech-savvy, all too eager to get their hands on the latest gadgets, making the purchase of a new phone around its release, with so many discounts floating about, inevitable. 

Disney+ Hotstar ran custom-targeted ads on CTV during the T20 World Cup, delivering OnePlus’ 15-second video creatives to the target audiences. It helped the brand achieve top-of-mind recall among potential phone buyers. 

Client Speak

Impact

Disney+ Hotstar’s custom-targeting on ConnectedTV enabled OnePlus to reach premium, affluent audiences at scale.