8 min read
20 Jan 2022

see how OnePlus promoted the OnePlus TV U1S with a voice-enabled, regionally targeted mobile ad that achieved 10X higher engagement rate and surpassed Oracle Moat’s industry benchmarks

OnePlus
Initiative Media
OnePlus TV U1S Celeb
consumer durables
engagements

what OnePlus wanted

  • create awareness about OnePlus TV U1S

  • highlight the in-built Google assistant feature that enabled users to interact with the TV from anywhere in the room.

branding solution offered by mCanvas

format
scroller + sticker
targeting
male and female
18-44 years of age regional targeting
technophiles, affluent, in-market for TV
tech used
speech recognition technology

how the campaign was executed

  • showcase the OnePlus TV U1S and its novel features with mCanvas’ engagements solution.

  • integrate speech recognition technology to provide users with a virtual experience of using the device within the ad.

  • regional targeting, technophiles, affluent and in-market for TV targeting were used to ensure that the ad reached high-intent customers.

execution

  • the ad featured a visual of the OnePlus TV U1S, with several apps along with commands to interact with the apps.

  • leveraging speech recognition technology, users were encouraged to speak the commands to engage with the ad experience.

  • for instance, to switch on the TV, users were prompted to say, “Turn on the TV”. to listen to music on the Spotify app, they were encouraged to say, “Play Relaxing Music”.

  • on the same lines, users could give commands to turn up the volume, see the weather, and watch a movie or TV show on Amazon Prime or Zee5 within the ad experience.

  • the closing screen featured the campaign’s key message and the CTA ‘Shop Now’ that directed users to the brand’s landing page for more information on the TV or to make a purchase.

see the results for yourself

6.5MN

users

2%

clicks
CTR

>6 secs

avg time spent
*(10 times the 0.20% industry average for mobile banner ads)

MOAT by Oracle

55%

on-screen rate

unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second

85%

fully on-screen rate

impressions where the ad surface was 100% on-screen for any period of time

33%

In-view time

The length of time in seconds that an ad has been active and In-View.

94%

IVT rate

unfiltered impressions that were determined to be delivered to an invalid endpoint

campaign performance data

top 5 websites and cities
as per engagement rate

testimonial
since the very essence of the campaign was voice control, it was important for us to incorporate voice into the ad experience. mCanvas did a phenomenal job of providing users with a seamless virtual experience of using the TV within the mobile ad.
Sayyed Arbaina, Media Strategy Specialist, OnePlus India, OnePlus
this ad is an absolute masterpiece. not only did it enable users to physically interact with the ad, but it also reached customers in predefined areas with mCanvas’ regional targeting. further, we are thrilled with the exceptional results.
Sekhar Patnaik, Associate Vice President, Initiative Media
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