As of May 2015, OnePlus has been established for one year. On this occasion, Han Han is invited to be the first brand spokesman. The challenge to this case is how to escape from traditional routines of endorsement to give full play of Han Han’s celebrity effect, so as to establish a good brand identity of low-key OnePlus in public.
- Believing in #Rational Beauty#, so #Just Take One Step After Another#
We reconstruct the strategic direction of OnePlus to establish strategy basis for brand TVC and promotion campaign in peripheral terms, that is “Rational Beauty”.Based on this, we put forward the annual slogan: #Just Take One Step After Another”, so as to form differences from the brands, products and promotions of competitors.
- Going beyond of Han Han’s celebrity effect to focus on natural spirit
Product is the physical form of brand founder’s “natural spirit”. Only by inviting the most suitable spokesperson and spreading the correct idea can the brand connotation be perfectly agreed with, and the communicating effect be maximized. This is why “realistic, pragmatic, modest” Han Han is selected to advocate the “Rational Beauty” of OnePlus.
OnePlus’s annual brand TVC #Just Take One Step After Another# is starred by Han Han. With the voice over created by him, the TVC tells the story of Han Han who grows from a teenager known by the public via writing phenomenon to a film director. He has changed himself by making steady progress, which perfectly agrees with the values and brand philosophy of OnePlus, i.e. the “Rational Beauty”. This case is neither filled with data or messages by just delivering a belief, which is “Only by advancing steadily can we change the reality”. This is also agreed by Han Han.
- OnePlus’s TVC #Just Take One Step After Another# starred by Han Han is visited for 143,000+ times (according to Tencent Video, Youku, etc.).
- The topic #Just Take One Step After Another# is visited for 30,000,000+ times on microblog (according to Sina Microblog).
- This case has become a breakthrough for Han Han in terms of endorsement. It does not stay in Han Han’s celebrity effect, but makes analysis and interpretation on his growing path, role transformation and personality shaping, which have in-depth integration with brand communications.
- #Just Take One Step After Another# has been recognized as celebrated dictum in the industry.
- Interpretation to the brand in the TVC has been highly recognized by customers, and been used as internal material for corporate culture promotion.
- This case has been spontaneously covered and forwarded at high frequency by industry media and we media.