OnePlus Launch
Curating a hybrid product launch for multiple audiences worldwide
The Challenge
Our task was to ignite excitement for the launch of the OnePlus flagship device amongst two very different audiences – media and consumers – to create a media storm and to drive brand awareness and sales.
Solution
The second stage was the physical launch of the OnePlus 6 via a 12-hour takeover of stores and venues in four cities pivotal to the brand: London, Berlin, Milan and Utrecht. Following an in-depth scouting exercise to find locations that would resonate with the consumer, we launched a highly targeted social media campaign. This meant that over 4,000 customers were waiting in line when doors opened; each of the four pop up stores quickly sold out.
Our activity helped transform OnePlus’s established cult following into a mainstream audience and reinforce the brand as an innovator and connector.
