OnePlus: 11 5G smartphone launch livestream

OnePlus, a smartphone brand, launched the 11 5G smartphone range in Dehli which was globally livestreamed in partnership with Amazon to create buzz amongst relevant online audiences.

Campaign details

Brand: OnePlusAgency: Amazon AdsRegion: APAC

Strategy

Objective

OnePlus was the fastest-growing smartphone brand in India in Cy'22 (72% YOY growth as per Counterpoint Research's data) owing to the balance between premium specs. and affordability. The strata of customers that resonate with the brand are looking for top-notch design, specifications, camera capabilities, and high performance, all at an attractive price point.

To compete in the premium smartphone category(50k+ INR) with extremely well-entrenched brands like Apple and Samsung, OnePlus launched their '11' 5G smartphone range in Feb'23.

The first step was to decide the launch...

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