UNIT9 Awarded OnePlus Advertising Budget and Launches New Campaign

On winning an international pitch, the British production studio UNIT9 will be driving the global advertising launch of the new OnePlus6. The budget was won under the executive creative direction of Gilles Boisselet, and the CD team Romain Demongeot & Yifei Chai.

 

It was in London, On May 16th, that the Chinese Brand introduced its new device.

The advertising campaign, launched internationally on the 17th, mainly relies on two films directed by Romain Demongeot, and produced by UNIT9 Films. The first Hero Product film created in 3D, focuses on the features and performance of the phone, whereas the second Design film created in live action explains the brand’s core philosophy (not on line yet).

 

“In terms of strategy, OnePlus desired to expand their audience from an ‘early adopter’, their existing hardcore fan base mostly being tech enthusiasts, to an ‘early majority’ one. The first challenge was how to make this happen without losing the original audience”, explains Gilles Boisselet, ECD at UNIT9.

 

“Moreover, OnePlus wished to seek a consistent worldwide brand tonality, due to its past communication being split amongst local markets and agencies.  Finding a long term creative partner, which is able to promote this consistency, was the second objective of this international pitch. Our main mission, at UNIT9 was to harmonize the tone, speech, and art direction of the brand, while using their new signature ‘The Speed You Need’”, end Yifei Chai and Romain Demongeot.

 

OnePlus is considered as one of the best brands in the mobile phone market, efficiently integrating design power and speed. Its fan community is very large, consisting mainly of tech lovers. The launch of the OnePlus6 has been anticipated for months, and already classified among the best phones of 2018.

 

The insight was to break free from the conventional patterns of classical smartphone launches, and embrace this audience in a new way, by joining the world of fashion and SF cinema.

 

"We are something between Raf Simons, Jimmy Choo, Star Wars and Blade Runner 2049," said Romain Demongeot and Yifei Chai, smiling.

 

This wonderful client should allow UNIT9 to develop it's advertising offer very soon.