Unlock The Future of Mobile Photography
with OnePlus and Google Lens
Experience Design | Partnership Activation | Brand Strategy
Challenge
A product-focused company with an engaged community of early tech adopters, OnePlus aspires to elevate itself into a lifestyle brand, enhance customer experience, and reach new audience. With camera improvement across its new flagship series OnePlus 7T, combined with a state of the art 90Hz refreshment rate, OnePlus wanted to capture the imagination of the photography audience at global product launch.
Solution
I identified Google Lens' new AR technology Living Surfaces to help OnePlus reimagine the mobile photography experience, as well as product and brand story-telling. Having interviewed customers and stakeholders to understand the Living Surfaces’ use cases and limits, I designed an immersive gallery experience, showcasing the journeys of three National Geographic photographers with their OnePlus cameras. I secured matching investment from Google and led cross functional team in 9 global locations in tech implementation, co-marketing activation, PR and social media messaging. I then broke initiatives into manageable tasks and oversaw the transition into 6 country teams GTM activities.
The AR immersive National Geographic gallery premiered at OnePlus 7T series global product launch event in London. The subsequent galleries in six major European cities successfully refreshed OnePlus' signature pop-up events, transforming transaction into meaningful consumer touch points.
Impact
- This first consumer-facing activation between OnePlus and Google paved ways for further partnership integration and joint product innovation.
- $>100k matching investment from partner and OnePlus HQ enabled better customer experience.
- Seven pop-up galleries in London(x2), Barcelona, Paris, Utrecht, Copenhagen, and Stockholm were visited by 3k+ consumers.
- Covered by leading tech and marketing publications, such as Campaign Live, Tech Advisor, and XDA Developers.
