OPLP Mystery Box
Designing a mystery campaign for the launch of smartphone OnePlus 7 Pro, the first high-end product, with the Finnish Team.
This Mystery Box was also the first stunt cooperation with the fairly new partner - Verkkokauppa.com.
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“The Brave will be rewarded”
We Broke the Internet
Sold out in <1 min
Server was disrupted
Partner's website traffic went up 10x
100% increase in our social media performance vs 2018 product launch
Satisfied partner anticipating more future collaboration
I also co-created sold-out mystery campaigns across the Nordics which yielded happy users and partners.
Process
My Role
Brand positioning, concept development, content creation, copy writing insight analysis, marketing strategy, research
Discover
Does a new product entail a new group of users?
How could we generate interest?
How can we give back as a community-based company?
Define
In order to give back, the campaign needed to bring user values:
Values could also be created during the process, not in the end
Having a challenge to solve could keep our potential users intrigued
Design
Gamifying the campaign created a enjoyable quest for our users, a combination of fun, mystery and rewards.
With this slogan "the brave will be rewarded", we communicated only in binary code, one hint at a time.
Along with the phone, the box was loaded with useful gadgets, with values exceeding the total price.