OnePlus' latest ad has been created on the back of Counterpoint Research reports. The print commercial looks like the tech page of a newspaper. Also, the brand didn't shy away from taking a dig at rivals Apple and Samsung.
Smartphone brand OnePlus' latest print advert looks just like the feature page of a newspaper. The ad, placed on the front page (the jacket) of popular business dailies (on November 7), closely resembles the tech section of the newspaper. The ad copy has been arranged to replicate columns on a newspaper. These columns are also supported by images and even a graph chart. Had the articles been placed inside the newspaper alongside news in a native manner, it would have required a paid or sponsored identifier. Placement of positive articles all over the front page is an interesting way to skirt this obligation.
However, all of these articles are connected to regular market research reports published by Counterpoint Research, a global market analysis firm. The reports suggest OnePlus' leading position in the premium smartphone segment. OnePlus' creative teams have their own ways of utilising the combo of media reports and Counterpoint's reports for advertising. Earlier this year, the brand released an ad with the copy "Hey Siri, which is India's No.1 Premium Smartphone?" When asked, Siri's (Apple's voice assistant) search result included news updates about OnePlus' soaring sales in the premium smartphone category, surpassing rivals in India. The reports cited an industry report by Counterpoint Research.
In the current ad too, the dummy articles in the ad copy are real articles published over the last several months in various media outlets. One of the headlines, "OnePlus Widens Lead over Apple and Samsung with OnePlus 7 Launch in the Indian Premium Segment in Q2 2019" is actually a headline taken from an article on Counterpoint's website. Also, placement of the ad on trade newspapers sheds light on OnePlus's objective of wooing business executives.