|Title||INSIDE/OUT: THE WORLD'S FIRST PRODUCT LAUNCH IN VR|
|Product / Service||ONEPLUS 2|
|Category||A02. Durable Consumer Goods|
|Entrant||JACK MORTON WORLDWIDE Central Hong Kong, HONG KONG|
|Idea Creation||JACK MORTON WORLDWIDE Central Hong Kong, HONG KONG|
|PR||ONEPLUS Guangdong, CHINA|
|Production 2||MEDIA REVERSE Amsterdam, THE NETHERLANDS|
|Production||JACK MORTON WORLDWIDE Central Hong Kong, HONG KONG|
|Production 3||SIXTOES TV Singapore, SINGAPORE|
|Production 4||SEVENTY AGENCY Stockholm, SWEDEN|
|James Bennett||Jack Morton Worldwide||Vice President, Senior Creative Strategist|
|Agilan Sivakumaran||OnePlus||Project Manager|
|Jeremy To||Jack Morton Worldwide||Associate Creative|
|Bas Muller||Media Monks||Executive Producer|
|Jacob Fant||Seventy Agency||Chairman|
|Jan Willem||Media Monks||New Business|
|Jean-Brice Hubert||SixToes||360 film graphics designer|
|Tony Tang||SixToes||360 film Producer|
Inside/Out: The World’s First Product Launch in VR. Instead of bringing the phone to the world though the press, we brought the world to the phone through the community of people who love OnePlus. With the recent influx of VR products such as Google Cardboard, the moment was right to leverage this newly accessible technology. So we set about creating a launch experience that no other smartphone brands had considered—one that was distinctive, personal, and global in scope.
We invited the community’s most loyal members to watch the event live via our Android app or on YouTube. The first 30,000 members of the community who raised their hands received a free custom Google Cardboard headset. All were registered within the first 24 hours. We visited OnePlus HQ, and we used a cutting-edge video rig in order to film in full-360 at all times. We had the members of the team do the talking, including OnePlus co-founder Carl Pei. The community, the public, and the press loved the experience.
The world’s first product launch in VR was an incredible success: • Over 45,000 concurrent viewers in 170 countries at launch • Over 750,000 video views in first 24 hours • Over 1 million invites redeemed in the first 72 hours OnePlus, a hungry young company that’s turning the world of mobile phone technology inside out, proved that by putting their community first, they can turn product launches inside out as well.
This entry addresses leveraging newly accessible mobile VR technology in order to launch OnePlus’s new mobile device to an audience of fans and media, and to drive sales. The objective of this brand experience was to deepen the relationship between OnePlus and their existing fans, encourage online engagement, and prompt customers to purchase the new mobile device, the OnePlus 2.
We set out to use the OnePlus fan community as a media channel. So the day of the launch, they were given the same access as the press. Virtual attendees were treated to loads of fun, secret moments and hidden invites to purchase the OnePlus 2 first. We made sure the 360 experience was maximized so that viewers were compelled to share the experience and watch it again and again.