Challenging the Titans of Mobile

Samsung and Apple have a monopolistic grip on the mobile market. They overcharge and they take themselves a little too seriously – making the category ripe for disruption. Our strategy was to position OnePlus as a rebellious uprising with the tagline “OnePlus for All.” In a series of new product launches, we promised the people phones that are packed with the same tech as Samsung and Apple for about half the price. The effort had a monster impact, exceeding target sales for every product launch, stealing share and creating a stir among tech influencers.

Open Launch

For the launch of their foldable phone, the OnePlus Open, we maximized their modest budget with an all-in bet on a single YouTube video that demonstrated the product features in hilarious fashion. 54% of viewers watched the entire video and OnePlus hit their pre-sales goals in the first two hours.

“Bigfoot” Video

11 Launch

For the launch of the OnePlus 11, our strategy was to get directly competitive, calling out Apple and Samsung on their overpriced nonsense. Clever copy and elegant product imagery drove the point home. Get the same for less.

“Apple” Video

“Galaxy” Video

Nord Launch

The OnePlus Nord is the most accessible in the lineup, great for value-conscious families. We blended UGC-vibe lifestyle with bold graphics to showcase the product’s high-tech features without the high-tech language. This one is for everyone.