“Experiential marketing is one of the most rewarding campaigns that brand can embrace. It builds significant trust with audiences and creates brand loyalty that improves the customer lifetime value of the brand”
NEXT & UPCOMING BRAND TO LOOK OUT FOR
As there are more and more brands extending overseas, they are willing to partner with agency building brands in the United States. They realize that their product marketing needs to be adjusted for their global audiences and it’s best to partner with a local agency for a successful launch. They are aware of the industry trend and have a huge appetite for experiential marketing.
There are many lessons that I learned through working with emerging company — OnePlus. I was lucky enough to work for the 6T launch event as a design director. OnePlus is known APAC for their affordable high-end phones with beautiful design, impressive quality, and OnePlus community. The OnePlus mission isn’t just to build awesome phones, the brand is focused on creating a better way of doing things, and best of all carry the mantra never settle, which was key during our collaboration for their 6T phone launch in the U.S.
As the leader for the design process of the attendee journey at the launch at pier 36, I was stretched to think of new and interesting ways for OnePlus to engage with their users and make history in New York. Months of preparation went into this launch and, created many memorable moments that are everlasting. There were a total of 1400 fans, media, and digital gurus at the keynote. The live stream of the presentation reached over 1M views on YouTube and was broadcast to OnePlus in Europe and China.
Here are my learnings throughout the process from this special experience:
Understand the brand’s core value
It is essential to research the brand identity and its value before the creative process - especially when working with brands entering a new market. I had never heard of Oneplus before I started engaging with them in April 2018. I quickly realized the reach of OnePlus ’s huge online community around the world.
OnePlus started out selling phones through their online platform. It's jaw-dropping now to see fans waiting for hours on the street to buy OnePlus phones at their pop up store. When OnePlus started in 2013, they have the mindset of creating the best phone at a competitive price. They are dreamers who always reach for the most ambitious goals and enthusiasts who love what they do. OnePlus believes that great products raise people’s living standards and spread happiness. The brand brings technology back to the community by building an open and collaborative platform. Our task was to create a brand experience that showcased the new technology for the OnePlus 6T keynote launch while highlighting the brand’s core values. Understanding their mission and beliefs helped us put together the best possible approach and brand the OnePlus brand to live authentically.
From concept to action
Staying true to the values, the team developed the overall arching brand campaign for the OnePlus T6: unlock the speed. We worked together to define moments to get attendees to experience the “unlock” 6T capability. By understanding their advanced FOD technology and working closely with their marketing team, we were able to define the creative direction for the overall visual experience at the launch. We kept the visual journey experience clean and honest to connect to the brand campaign. We used lighting to create moods, divide spaces, and design exciting and dynamic product reveals. Once the concept was approved, we moved forward to production and detailing every aspect of the show. Communication can be challenging throughout the creative process, but we found ways to improve our style, tone, and nomenclature so everyone involved understood definitions and expectations for the project.
Moments that last forever
The launch date was changed just one week before the show! Fortunately, our venue was secured and moved along full speed ahead. Seeing our work coming together after months of planning is the most rewarding feeling in this business. Although there were many challenges along the way, our vision came to life. A total of 3 truckloads of trusses, cords, and lighting equipment rolled into the show site. As the OnePlus CEO stepped up onto the stage and reflected on how he started this company 5 years ago, I was moved and felt emotional to be part of their journey for the past 6 months. The best part about this job is to help brands build their trust and tell their story that lasts forever in our hearts.
After 6 hours strike down the set, everything that we built came down as if the launch was just a dream. Thankfully, I have new friends, learnings, best practices, memories and learnings that will stay with me forever.
As there are more and more international brands extending overseas, they are willing to partner with agency building brands in the United States. They realize that their product marketing needs to be adjusted for their global audiences and it’s best to partner with a local agency for a successful launch. They are aware of the industry trend and have a huge appetite for experiential marketing.