Above+Beyond: Telco, OnePlus, invites fans to improve its ad

Telcos are avid advertisers. That makes it difficult for any one of them to get its voice heard.

But what if you produced an ad that invited your audience to improve it? That would get people’s attention. And if you’re OnePlus, the idea underlines your brand’s point of difference.

OnePlus was launched with the principle of working hand-in-hand with smartphone users who want the best. It now has a fan following of 1.3 million forum members from more than 183 countries, who guide all OnePlus new product development through their feedback.

The campaign, #NeverSettleFilm, by UK creative agency, Above+Beyond, makes OnePlus’ collaborative structure its hero. Above+Beyond will create six versions of the #NeverSettleFilm, taking the best and most interesting suggestions and incorporating them into each new execution. The final version will be shown at the launch of the upcoming OnePlus 6.

David Sanmartin, head of European marketing at OnePlus, explained, “OnePlus is a brand built around an incredibly passionate community. We involve our community in all major decisions around our products, so it makes perfect sense to include them in our advertising as well.”

All the films will take place in an ever-evolving set with the narrative captured in one single take each time. They will be produced in-house at Above+Beyond, and directed by independent director Carly Cusson.

Above+Beyond was appointed to the OnePlus account after a competitive three-way pitch in February.

It’s the first win for the agency under the leadership of its new managing director, Tom Bedwell.

“OnePlus is a dream brand for us. As the creative agency for the audience age, we’re incredibly excited to be working with a brand that has a truly engaged community at its centre, and is disrupting a highly competitive category with an audience-led approach to innovation,” he commented.