Data insights, strategic approach, technology-driven creativity, human touch and excellent execution won over 500 guests in the room and hundreds of thousands via live streaming of the OnePlus Summer Launch event produced by TRO and coordinated by Auditoire Asia.

Creating a memorable experience built around people’s emotions and curating an exciting global launch event with interactive experiential zones to connect attendees with product features. This was the goal TRO and Auditoire set out to achieve by creating the OnePlus Summer Launch Event.

The event introduced the new OnePlus Nord 4, OnePlus Pad 2, OnePlus Watch 2R, and OnePlus Nord Buds 3 Pro to a larger audience of 500 guests in person and hundreds of thousands via livestream; but it was more than that. OnePlus’ innovations and new AI capabilities took people on an emotional journey, a journey of product showcases, experiential islands, and music.

In modern daily life, where people are subjected to a multitude of messages about new products and innovative features of mobile devices, organizing a launch event for a new device necessarily implies the creation of an unparalleled Total Experience that drives referrals” said Antonio Magaraci, Managing Director of TRO, an agency part of Omnicom Group and UNA – Aziende della Comunicazione Unite “Having supported OnePlus in one of the most significant and delicate moments of brand communication, creating a live sensorial experience in Milan and experienced by hundreds of thousands of users via global live streaming, fills us with pride.”

Journalists, influencers and stakeholders explored the OnePlus product ecosystem first through the words of the brand’s top management – Tuomas Lampen, Head of Strategy Europe, Jonathan Yeung, Product Manager, Aske Kjaer, Product PR Manager Europe, and James Paterson, Global PR Manager, and then with an immersive showcase of products in the over 5,000 square meters of the SuperStudio Più in Milan.

Three experiential zones transformed the OnePlus Nord 4 experience into a total experience. People got to experience the features of the devices first-hand by entering dedicated rooms equipped with the latest technologies to “test the difference”. The Aquatouch Zone was built to replicate a storm area to testify to the water resistance and durability of OnePlus devices. The AI-powered zone allowed visitors to immerse themselves in the generative AI functionality of OnePlus products. Finally, the CMF Zone offered an appreciation for the design and materials used for the new OnePlus Nord 4 lineup.