OnePlus has always been about breaking norms; we may not take the conventional advertising path: Vikas Agarwal, OnePlus India
After releasing phones that have managed to hold a grip in the market, One Plus now launches its new phone OnePlus 3. Along with the launch of the phone it has launched The 30 Minute Challenge: An Amazon Exclusive OnePlus 3 Challenge campaign. The brand has tied up with EIC (East India Comedy), one of India’s leading comedy groups to create five videos.
Watch a few videos here:
According to Vikas Agarwal, General Manager, OnePlus India, EIC is a popular stand-up comedy group and connects well with OnePlus’ TG and that was the primary reason behind partnering with them and creating content which the audience can connect with. While the primary reason to create the campaign was to create awareness among the consumers about the dashboard charge in a creative and engaging manner.
When asked about why a campaign was released for OnePlus 3 while other OnePlus phones did not see such marketing strategies, Agarwal said, “It has always been a function of what a campaign brings to the table in terms of a creative idea and how well it delivers a message. So when we found the right creative fit with the correct media drivers, we decided to go ahead with it.” He further added that consumers would have to wait to see more campaigns by OnePlus.
The strategy for a campaign is as important as its objectives, to which Agarwal said, “We regularly engage with our community through our various social media channels namely our official OnePlus Forum and the Twitter, Facebook, Linkedin handles to try decipher the kind of content they consume and their likes and dislikes. Based on that understanding, we map out the various touch points and try to engage with our audiences in an innovative manner.”
The competition in the smartphone market is getting tougher. Apple plans to launch its iPhone 7 by the end of September, while other brands like Samsung are constantly outpacing other players by launching affordable smartphones in the market. This could create a stiff competition for OnePlus, given that it competes with other brands in the Indian market.
Agarwal said, “We have a very niche audience and what we bring forth as a brand is more than just a smartphone purchase. When someone buys an OnePlus device, they become a part of our community with whom we try and engage at all points of time. Post purchase resonance is where we've seen a strong support for the brand and that is what differentiates us from the rest of the brands. Other brands have their own strategy and own means of marketing. If others were to go aggressive against us in terms of marketing, it would only mean that we are doing something correct.”
Digital advertising becomes crucial to reach a target audience that pre-dominantly use the internet for practically everything while Agarwal says OnePlus is a digital-first brand and it is very important for the brand. He adds “Our TG is online and we constantly work towards reaching out to them through different digital channels. For a brand which is not into traditional marketing, digital plays quite an important role. Most importantly, we bank on word-of-mouth or referral marketing wherein we let our users and fans experience the OnePlus phones, and let them decide if they want to refer them to their friends and families. Their feedback and opinions have hugely influenced our digital marketing outreach activities.”
One being asked if conventional media would weave its way into OnePlus’ advertising and marketing strategies Agarwal felt they may or may not be effective for OnePlus, further adding “OnePlus has always been about breaking the set norms and we might not go down the conventional advertising path just yet. Advertising is meant to reach out to the TG to increase awareness and create an affinity for the brand which in turn leads to a person becoming a consumer. If we can achieve the same via non-conventional advertising, we'd rather do that.”
Agarwal also added that according to the latest CMR report, OnePlus has captured almost 7% market share in the premium smartphone segment during 2015, ahead of several well-established brands.
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