OnePlus has always championed their users by creating innovative, world-class technology around their needs and experiences. In this campaign, OnePlus celebrates a generation that switches between many roles and tasks at dizzying speeds at the same time. Our challenge was to find an authentic expression for this modern, progressive generation that seamlessly switches between work, play, dating, shopping, binge-watching, tweeting, creating and everything in between, all at once, all the time.
This campaign was born out of the insight that multi-tasking no longer captures the reality and sheer speed of their always-on, hyper-connected life. That’s where HyperTaskers comes in - it’s a bold, new campaign that reflects how we live and builds excitement for the much-awaited OnePlus 8 Series.
The campaign featured a teaser film that garnered 25m views on YouTube, a content livestream showing IPL cricketers flexing their gaming muscles on PubG against pro-gamers on the OnePlus 8. The online launch event gathered over 98 million impressions, the campaign helped the OnePlus 8Pro sell out within minutes of the launch, we also helped propel the OnePlus 8 Pro into the top 3 best selling smartphones in the ultra-premium segment. Finally, we played a small part helping OnePlus regain its top spot as India’s premium smartphone with 29% share in the second quarter of 2020.