OnePlus - The Phone Piano

OnePlus invited us to help make some noise about their most powerful phone to hit the market. With keys made entirely of 7T Pro handsets, Covert created a world first -The OnePlus Piano, which we toured across 2 continents, 5 cities and garnered over 1million online impressions.

Experiental Campaign

Europe & Americas

The Challenge: Showcase the Oneplus 7T Pro with the power of music?

Our creative development was spearheaded by a number of concepts that would provide a memorable and moving experience for people that could only be possible because of the 7T Pro’s unique features.

Solution: The OnePlus Piano

The idea revolves around harnessing the flagship handset’s processing power and class-leading display technologies to create a one of a kind and beautifully sounding musical instrument. This instrument would produce an original and magical experience where strangers and loved ones would be drawn in to share a heartfelt and festive moment powered by a technological twist.

Solution: The OnePlus Piano

The idea revolves around harnessing the flagship handset’s processing power and class-leading display technologies to create a one of a kind and beautifully sounding musical instrument. This instrument would produce an original and magical experience where strangers and loved ones would be drawn in to share a heartfelt and festive moment powered by a technological twist.

United Themes Shortcode Plugin

The European Tour

5 continets, 8 days, 20 phones, 1 talented musician and a lot of ambition.

Running on an extremely tight schedule, Covert worked hard and fast to develop all aspects of the instrument in preparation for it’s four city tour across Europe. It was enjoyed by thousands within each city, millions online and generated considerable excitement across the tech community.

London

Bringing fast and smooth music to London’s streets

Paris

Bringing fast and smooth music to London’s streets

Rothenburg

Creating more music in Germany

Helsinki

Bringing fast and smooth music to London’s streets

Creative Thinking

Working with response times and gain.

Creative Process: Designing with precision and beauty in mind

The piano had to be expertly designed with a great level of precision using 3D modeling and expert craftsmanship to retain the pianos identity and maximise the discovery moment during the experience, that the piano was in fact powered by and being played on 17 individual 7T Pro handsets, hidden within a seamless and smooth keyboard.

Working with a 0.1 second margin of error

With the haptic feedback from the piano removed from the pianist’s repertoire, it was crucial that the bespoke software Covert developed was extremely responsive and musical feedback was accurate to just 0.1 seconds of physical interaction with the keys when playing, as each performance was live and in front of an ever growing crowd.

The blindfolded pianist

To ensure the piano played and sounded authentic, we worked closely with the pianist to ensure all aspects were expertly imitated. This meant coding the specific sound package to suit the piano, building a sustain pedal to achieve the perfect playing outputs and coding this to ensure responsiveness. It was imperative that the pianist could achieve the same quality sound whilst being haptically blindfolded, so over a period of weeks we conducted numerous test and refinements in collaboration with the pianist to achieve the perfect output.

The Result: Playing all the right notes.

After the big reveal of the techy surprise to OnePlus’s audience via their website, the word spread fast and wide with coverage across press sites including PR Week, Prolific London, Classic FM and Campaign Live. Whilst storming through the Press sites, the Piano took centre stage across its European tour. It generated millions of online impressions, with the official Youtube video hitting 870,000 views alone. We helped make some real noise across the whole of Europe and ensured a more than successful launch campaign for the 7T Pro.

The American Encore

From the overwhelming success of the European tour, the final curtain call for our OnePlus Piano saw it arrive in CES’s annual Vegas event for 2020. The cherry on the cake was performing to the 170,000 attendees at the event across the 3 days, spearheading the OnePlus exhibition and capping off an extremely successful launch campaign and helping generate the same excitement and intrigue for the release of the handset to the US markets.

Work

Have a project you'd like to discuss?

We’re always up for chatting around new projects and exciting briefs.

Work