OnePlus Open(The First Foldable)

The Story

The OnePlus Open launched with two problems most products never have to face: identical hardware to other offerings inside the price segment and a category owned by one of the biggest smartphone players, for half a decade. There was nothing different about the product to lead with — so PR led with the story instead. "Open" was reframed as a mindset, not a hinge: a foldable defined by what it opens, not what it closes. That "Open for Everything" narrative building, gave the phone a voice the rest of the category didn't have. PR ran the earned narrative across global tech and lifestyle press, holding the open story end to end. The OnePlus Open generated more global visibility and engagement than any other fold in 2024, on a fraction of the marketing spend.