OnePlus Open
Launched the first foldable device in OnePlus history.
About the Project
OnePlus launched their first foldable device in history. To prepare for this company defining launch, we created a variety of assets including a commercial, paid social and display, organic social, YouTube videos, a livestream, and more. Check out the creative below!
Campaign Concept
The campaign was built around the commercial, a 60s spot featuring Bigfoot showing off his latest gadget in a comedic mockumentary style. The goal was to show how even someone as unbelievable as Bigfoot, was stunned by the thinness and capabilities of the OnePlus Open.
“Not gonna lie, that was a very good commercial. The whole thing was comedy gold and I enjoyed it.”
Livestream
Part of the launch was a 1.5-hour livestream on the OnePlus USA YouTube channel. After the global keynote we went live with 2 influencers, the Editor in Chief at Gear Diary, Judie Stanford, and Michael Josh of GadgetMatch.
The livestream featured authentic live reactions from our guests and community, competitor comparisons, product giveaway, Q&A from our guests and chat, promotion and trade-in opportunities, and more. Most importantly, it allowed OnePlus to converse with and understand the community's excitement and potential pain points of a new product line. The performance and community reaction were wonderful and lead to another livestream for the OnePlus 12 a few months later.
“Definitely the BEST foldable on the market and their best device since the OP7 Pro and OP11.”
“Thanks for this! It was super informative.”
"I think so far it's a fantastic foldable phone! I would definitely go for this over the other ones available in the market."
Photography
During the commercial shoot we captured a variety of still images to use in web, email, social, display, etc. The images selected below are a fraction of the final deliverables, allowing OnePlus to A/B test various copy, buttons, images, etc. to optimize campaign performance.
Organic Social
How do you build up hype for a product launch and livestream if you can't show the product yet? We used a variety of Bigfoot stock images and cryptic copy to draw attention to the nearing announcement.
*All quotes taken from consumer feedback across social platforms
Project gallery
