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OnePlus is a global technology brand that has been setting new standards in consumer electronics for years. Seen as an explorer and challenger, OnePlus is known for bold, uncompromising communication and unconventional actions.
Our goal was to generate media buzz around the launch of the flagship OnePlus 13 model.
How to surprise journalists and grab their attention? How to build even more excitement around a product? We needed an idea that would break the routine, stir emotions, and be remembered.
Based on the OnePlus brand image, we decided not just to deliver the phone to journalists – we wanted to create an adventure. Instead of a classic unboxing – a challenge. Instead of an ordinary box – a unique experience.
The OnePlus 13 is a device made for explorers – waterproof, dustproof, resistant to extreme weather conditions. A smartphone that encourages users to step outside their comfort zone. Our concept was designed to literally reflect that.
In collaboration with a local artist, we encased ten OnePlus 13 smartphones in plaster molds engraved with the phrase “For Explorers”. The creative packages we sent to journalists ahead of the official launch also included a hammer and chisel. The only way to test the phone was to dig it out.
Photo: Krzysztof Wilamowski / Android.com.pl
The activation was an integral part of the Never Stop Exploring campaign, which promoted the new flagship model. We wanted journalists to feel for themselves that OnePlus is a brand that encourages exploration – and that its devices can withstand extreme conditions. Even when the potential user is holding a metal hammer and chisel.
We’ve always chosen our own path – both in product innovation and how we talk about it. For the launch of the OnePlus 13, we didn’t want another standard media kit. We wanted an experience that would be remembered – and that truly reflects what OnePlus is all about. Thanks to the plaster “packaging” created by Ro, journalists didn’t just receive a phone – they felt like they were discovering something unique. And that’s exactly what we were aiming for.
