OnePlus is a global technology company known for its challenger spirit, disruptive innovation, and bold, unconventional brand voice.
Brand Origin:
China
industry:
Consumer, Tech
Service Regions:
Poland
services:
Marketing, Public Realations
Strategy & Engagement
OnePlus
embraces boldness not just in its technology, but in how it tells its story. For the launch of its flagship OnePlus 13 in Poland, the brand sought a strategy that would reflect its core identity: adventurous, unapologetic, and built for those who break the mold. The flagship OnePlus 13 was built for explorers—dustproof, waterproof, and adventure‑ready. To reflect this ethos, we created a product reveal unlike any other.
Instead of a traditional press kit, we sculpted an experience. Collaborating with a local artist, we encased ten OnePlus 13 devices—worth a total of 50,000 PLN—inside handcrafted plaster molds engraved with the phrase “For Explorers.” Each package arrived with a hammer and chisel, daring journalists to dig out the device themselves.
This physical metaphor transformed a product launch into an emotional journey. As part of the Never Stop Exploring campaign, we delivered a media strategy combining bold storytelling, earned press coverage, and high-impact influencer engagement to amplify the campaign far beyond standard expectations.
Impact & Growth
The plaster‑block stunt triggered 70+ earned articles spanning tech, lifestyle, and business outlets, generating 650 k PLN in AVE and a total reach of 1 million unique users within the first launch week.
Sledgehammers swung. Plaster shattered. OnePlus 13 buzz roared across Poland.
OnePlus
Influencer reels and editor unboxings delivered high‑engagement rates (10 %+) on Instagram and TikTok, driving a measurable spike in search queries and preorder traffic on day one.
Social sentiment tracked 85 % positive, with journalists naming the activation “most memorable press kit of the year,” cementing the flagship’s rugged‑explorer positioning and reinforcing brand buzz across Poland’s tech community.
