Accessibility is at the heart of OnePlus Nord: Susie Liu

After having created an AR-based group inclusive launch expertise for the OnePlus Nord final 12 months, OnePlus has once more stepped up in the AR enviornment to deliver a near-physical expertise for its customers for the launch of the OnePlus Nord 2. With the launch simply round the nook, OnePlus has provide you with two AR-based video games for shoppers to supply an additional immersive impact.
Susie Liu, Head of Strategy, OnePlus Nord, shares the backstage story behind the launch marketing campaign, newer choices from the model, advertising technique, and extra.

Edited excerpts

Can you inform us the perception behind the conceptualization and execution of the Nord 2 AR expertise marketing campaign?
At OnePlus, we’re dedicated to delivering recent and thrilling merchandise, in addition to experiences. When we have been gearing as much as launch our new product line, OnePlus Nord, the world had simply began going into lockdown and our crew needed to face this new problem and ideate on a special launch format. That is how we got here up with the world’s first AR smartphone launch, which allowed our group to expertise the launch of OnePlus Nord from the consolation of their properties. We additionally created a singular AR invitation by means of which customers have been in a position to expertise the new gadget.  The marketing campaign resonated with our group, however for us, that was simply the starting. 
With the rise of 5G and extra highly effective smartphones, we at the moment are in a position to do extra with AR expertise than earlier than, and we determined to proceed integrating AR into our model communications. This time round we needed to make use of AR to actually interact with our group by means of this modern medium. Hence, we labored to develop an array of quick and easy gaming challenges as half of the OnePlus Nord 2 5G AR expertise.
The OnePlus Nord 2 5G unveiling is simply round the nook, please throw some gentle on the AR expertise with OnePlus Nord CE 5G and the efficiency document for the marketing campaign.
For the launch of the OnePlus Nord CE 5G, AR was deployed to let customers expertise the bodily options of the new gadget from their properties. With this marketing campaign, customers may simply entry the AR expertise simply by clicking a hyperlink or scanning a QR code and expertise the gadget up shut utilizing their smartphones.
As half of the launch marketing campaign, customers may additionally strive their hand at profitable the OnePlus Nord CE 5G by means of the ‘Unlock the Code’ minigame, which was additionally half of the expertise. We noticed excessive ranges of engagement all through the group and acquired very constructive suggestions from our customers and shoppers at giant throughout India with over 240k + concurrent visits with a mean dwell time of 1.61mins.
How are you rolling out the marketing campaign and what are the choices that it entails?
With the launch of the OnePlus Nord 2 5G round the nook, we created two interactive video games leveraging AR expertise: the “Fast and Smooth Challenge”, and the “1 Day Power Challenge”.
The “Fast and Smooth Challenge” is a pinball-style sport that offers customers the probability to expertise the lifelike color, easy scrolling and high-refresh-rate of the Nord 2’s show first-hand. This sport went reside on July 12 and could be performed till July 30. The “1 Day Power Challenge” went reside on July 22, and showcased the potential of Warp Charge 65, our signature charging expertise that offers customers 0-100% in simply half-hour.
Accessibility is at the heart of OnePlus Nord, and that’s why we designed the video games to be easy, simple, and shareable – though it’s nonetheless fairly a process to win the video games! Users can play the challenges to their heart’s content material for an opportunity to win a OnePlus Nord 2 5G and different prizes.
Being a digital-first model we are going to proceed to have interaction with the consumer group on-line. We are always exploring avenues that permit us to innovate and create extra significant experiences for them by means of leveraging new applied sciences.
What can the OnePlus group count on in phrases of alternatives and giveaways for this Campaign?
Community has at all times been at our core, and on-line occasions play a major position in our engagement with our group. The newest AR gaming challenges will present customers with a possibility to expertise the key options of the upcoming OnePlus Nord 2 5G by means of two thrilling video games. Once customers full both of the two video games, they are going to be prompted to share their contact particulars with the intention to be half of an internet raffle. The contest period is from twelfth – thirtieth July and the choice of the winners shall be performed through a randomized fortunate draw mechanism. 10 fortunate winners will win a OnePlus Nord 2 5G and a couple of,000 winners will win reward vouchers/coupons. Post-launch, OnePlus may also be introducing a brand-new AR problem for the group to proceed experiencing the gadget.
Apart from the AR gaming expertise, what extra can shoppers count on from the upcoming OnePlus Nord 2 5G? Are there going to be any key/unique updates for the OnePlus Nord 2 5G?
Delivering flagship-level options at a drastically accessible value level, the OnePlus Nord 2 5G shall be a worthy successor to the OnePlus Nord. Making the OnePlus expertise extra accessible throughout value segments, the OnePlus Nord product line presents customers a well-rounded gadget expertise whereas catering to altering wants and preferences.
The OnePlus Nord 2 5G integrates the flagship MediaTek chipset, the MediaTek Dimensity 1200-AI, with OnePlus having labored carefully with MediaTek to reinforce the AI-based options of the chipset. The collaborative AI work accomplished on prime of MediaTek’s Dimensity Open Resource Architecture (DORA) brings a bunch of new AI-based options to the OnePlus Nord 2 5G to reinforce the consumer expertise throughout varied touchpoints. To spotlight the new AI capabilities of the chipset, OnePlus and MediaTek have chosen the title Dimensity 1200-AI to tell apart it from the commonplace Dimensity 1200.
The Nord 2 will combine the following AI-enabled developments: AI-assisted pictures for superior imaging, show enhancements for a top-ranking consumer expertise, higher response instances for sooner and smoother gaming, and way more.
At OnePlus, we’re dedicated to sharing the greatest expertise with the world, and the OnePlus Nord line reaffirms this mission in a extra accessible value class.
How are you speaking the message to the TG? What are your advertising methods for the marketing campaign and the massive launch? 
With the OnePlus group taking part in host to avid players and tech lovers, our distinctive, community-first campaigns have consisted of distinctive tournaments and e-sports alternatives to additional join with and ship a extra immersive expertise to our customers.  At OnePlus, we see augmented actuality gaming as a fantastic alternative to attach with the youth and it is additionally a key space of curiosity amongst our consumer group. The AR Fast and Smooth Challenge proceed to garner our customers’ consideration for saying the launch of the OnePlus Nord 2 5G.
Our modern advertising methods primarily tie again to what our group desires and the way greatest we will create an expertise that caters to their pursuits with out dropping our imaginative and prescient of specializing in helpful improvements that may make our lives simpler. As a model, OnePlus has at all times been targeted on offering and taking its group by means of the launch journey for every of its gadgets.
What has been the YoY development noticed for OnePlus? What is the client sentiment for smartphones in India at the second?
In Q1 2021, OnePlus grew greater than 300% pushed by the OnePlus Nord, which was the best-selling 5G smartphone throughout the quarter, and the OnePlus 8T. OnePlus was additionally the prime 5G smartphone model in the nation in Q1 2021. India continues to be a key marketplace for OnePlus since its entry in 2014 and the model continues to strengthen its manufacturing capabilities consistent with the ‘Make in India’ initiative and develop its native presence in the market.
OnePlus’ core rules and values stay targeted on delivering glorious merchandise and the greatest consumer expertise. We really feel that there is demand for excellent expertise at reasonably priced value factors. At OnePlus, we’re working in direction of enabling an increasing number of folks to have entry to those merchandise with out compromising on core values.

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