The Loop - Launching The OnePlus3


OnePlus is a global start-up challenging conventional ideas of technology. Created around the “Never Settle” mantra, OnePlus creates exquisitely designed devices with premium build quality and high performance hardware.


In 2015, OnePlus surprised the world with the first e-commerce product launch using VR-technology. In 2016 they wanted to take this idea to the next level for the launch of their newest and so far most advanced flagship smartphone, Oneplus 3. To create the most engaging and interactive v-commerce experience for the Oneplus' community and technology enthusiasts, we created 'The Loop' - the world’s first VR looping animation and the world’s first global e-shopping experience, all coming together in this innovative VR-app.

OnePlus cleary set an interesting goal: “Create a ‘never seen before’ experience that will disrupt the VR world making sure the total target audience will be reached”. We could have decided to come up with wild, mind-boggling ideas that would stretch the excising boundaries and restrictions of contemporary smart phones. And we did. But reaching out to the target audience also brings along a considerable challenge: how do we make sure that even people with slow internet connections and low performance smart phones (such as in key markets like India) can also experience something they’ve ‘never seen before’.


“The Loop” is the name of the VR experience of never-ending animations in a virtual space station high above the Earth’s surface. While inside The Loop, users can explore many of the key features of the new OnePlus 3, and even order the smartphone in the virtual world and have it delivered to the real one. This is unique within the e-commerce sphere for mobile devices. The idea of creating an experience that would boost sales was met in full.
The campaign not only delivers the world’s first VR looping animation app but by using a VR headset, potential customers are also welcomed on board the OnePlus office of the future where they can get their own OnePlus 3.

Based on 360° CGI and 4D sound technologies we created an interactive v-commerce experience, which had not been seen before and set a new standard for similar experiences.
The campaign creates an engaging experience through ingenious use of seamlessly looped Hollywood quality CGI 3D stereoscopic visuals. The custom VR playback engine is optimized for low latency, high resolution and high frame-rate mobile VR immersion, making it possible for viewers to enjoy a rich VR experience on a normal smartphone. When using low performance phones, or other VR viewers, the app automatically adjusts so that experience stays always immersive, for instance by switching from stereoscopic 4K video to non-stereoscopic 2K video, and from special sound to stereo sound.

Overige informatie

The campaign’s goal via the app is a strong community engagement for OnePlus fans and technology enthusiasts.
The OnePlus 3 launched on June 14, 2016, and The Loop can be downloaded from Google Play and the App Store. For the first 2.5 hours OnePlus 3 could only be ordered from inside The Loop. The campaign, within the first day of the launch, resulted in:
• Conversion rate during the first 2,5 hours: 12 % (3800 purchases, 31,745 visits)
• Total downloads in the first 24 hours: 58,000
• Average session length in the first hour after launch: 16,5 minutes
The campaign was launched in the US, Europe, India and China.

Raising the bar of known VR applications, making sure the total target audience will be reached with an immersive experience. And selling the smart phone when all features of the OnePlus3 have been seen. The OnePlus3 Experience shows that in-app purchasing and vCommerce have a bright future. Furthermore, it makes it clear that it is possible to engage clients for 16 and half minutes by offering an immersive, mind-blowing experience.


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