OnePlus / UK, Spain, Finland, Italy / 2025PR Stunts · Film
Women With Altitude.
To launch the OnePlus 13, three modern explorers retraced 1920s mountaineer Dorothy Pilley's 1922 trek across Corsica, using the phone to plot and film it.
- Brand
- OnePlus
- Agency
- The Romans
- Market
- UK, Spain, Finland, Italy
- Region
- Global
- Year
- 2025
The challenge
OnePlus needed a story for its 'For The Explorers' platform that proved the phone's toughness. Pan-European research found that almost nobody could name a female explorer, past or present.
The idea
The Romans brought back Dorothy Pilley, a largely forgotten climber, and sent Elise Wortley, Edurne Pasaban and Lotta Hintsa to repeat her Corsica route. The OnePlus 13 handled route plotting and AI assistance and recorded the journey, which then fed editorial coverage across Europe.
Results
- According to The Drum Awards entry, 41,000 people went straight to the OnePlus 13 purchase page on launch day.
- The entry reports 162 top-tier editorial pieces across 13 European markets, with reach above 160 million.
- The entry says the OnePlus 13 became the brand's best flagship launch so far, with almost double the sales of the OnePlus 12.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Marketing EMEA 2026 Gold (Entertainment & Consumer Tech)
Credits
- Creative agency and PR
- The Romans
- Explorer
- Elise Wortley
- Explorer
- Edurne Pasaban
- Explorer
- Lotta Hintsa
