Getting creative to break into mainstream coverage

A high-impact campaign that grabs mainstream media attention and showcases OnePlus’ challenger mentality and ‘Never Settle’ spirit.

National attention for OnePlus and its latest product thanks to one of the world’s most logistically challenging and extreme photoshoots.

• 45

  pieces of UK coverage including Daily Mail online, Daily Telegraph, Forbes, and MSN

• 938.5m

  total reach from earned UK media coverage

• 100%

  of coverage included 'Door-trait' content captured on the OnePlus 11

• 1

  royal photographer

First, we planned a unique campaign to ignite excitement for the UK launch of the OnePlus 11 – choosing to profile the UK’s most remote community, Knoydart, which can only be accessed by boat or foot via a two-day hike through the Scottish Highlands.

Next, we mounted the OnePlus 11 to a purpose-built drone and flew it directly to Knoydart residents’ doorsteps, using the smartphone’s DSLR-quality portrait camera to capture portraits of their unique way of life.

​​Connected via satellite technology, we partnered with royal photographer, Matt Porteous, who remotely guided the locals during the shoot from his studio over 500 miles away.

Finally, we seeded the captured content into media alongside consumer research which identified the varying perceptions of community spirit across the UK. Rolling out the concept across OnePlus and Matt’s social channels generated buzz in the socialsphere.