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work

A Chinese Gaming Extravaganza — Honor and OnePlus at 2024 ChinaJoy

client:
Honor&OnePlus
region:
APAC
  • APAC71
  • Build66
  • Concept Design97
  • Events51
  • Technology39
  • APAC71
  • Build66
  • Concept Design97
  • Events51
  • Technology39

Introduction

Integrating Technology and Esports

At the 2024 ChinaJoy (the 21st China Digital Entertainment Expo & Conference), Uniplan teamed up with two major smartphone brands, OnePlus and Honor, to present an unprecedented visual and interactive experience for gaming and digital enthusiasts.

As one of the most influential annual events in the global digital entertainment sector, this event not only showcased the latest cutting-edge technology and powerful gaming performance but also provided unforgettable interactive experiences for esports players and fans, successfully integrating the products and gaming culture of both brands.

The challenge

Beyond Traditional Approaches

ChinaJoy is not only a feast for gaming enthusiasts but also a collision points of technology and culture. For the gaming industry, it is an important platform to showcase the latest achievements, exchange technical experiences, and expand market cooperation, driving the development and innovation of the gaming industry. In such a large-scale exhibition, the biggest challenge was how to help brands achieve their goals, attract the audience’s attention, and provide a unique experience that aligns with the brand’s philosophy.

While presenting the innovative technologies and products of OnePlus and Honor, it was also necessary to enhance audience engagement and brand influence through interactive activities, experience sessions, and visual design. This required breaking traditional booth design and interaction models to create a refreshing exhibition experience.

What We Did

Creating a Refreshing Experience for Gaming Enthusiasts

Based on the brand attributes of OnePlus and Honor, Uniplan created distinctive and interactive booths for both smartphone brands. This year, OnePlus teamed up with the popular mobile game “Genshin Impact” at ChinaJoy. We crafted the “OnePlus 120Hz Smooth Experience” themed booth, with “smoothness” as the theme. Visitors could personally experience the smooth gaming performance of the OnePlus Ace 3 Pro. Additionally, we specially created a joint exhibition area for “Genshin Impact” and “Peace Elite,” thrilling gaming fans!

The Honor booth, themed around the Saudi Esports World, ignited the passion of countless esports enthusiasts. Meanwhile, to fully showcase the portrait photography technology of Honor 200 in collaboration with Studio Harcourt de Paris, the Honor “Harcourt Light and Shadow Photo Experience Hall” became a popular check-in spot. Visitors could personally experience Honor’s professional Harcourt portrait photography technology, combining Harcourt’s classic light and shadow aesthetics with modern AI technology to capture every moment with exquisite photography, creating classic films with a smartphone.

How We Delivered

Interactive "Gaming" Experience that Thrilled Fans

At the OnePlus “Genshin Impact” booth, players could take photos with popular “Genshin Impact” cosplayers, check in at the large Kirara Cat Car, and participate in various on-site lottery activities. In the “Peace Elite” booth, players could experience 1:1 replicas of popular game items like the 8x scope, frying pan, and level 3 helmet, as well as smooth gaming at 120Hz! To make the entire booth livelier, we also arranged fun “smooth” cosplayer runway shows, game-themed singing and dancing performances, esports competitions, and remote interactions with gaming scene VIPs, further enhancing audience engagement. 

At the Honor booth, we set up multiple esports interaction zones where visitors could enjoy unprecedented gaming interactions at the Honor Game Center and Honor Esports Hall. There were not only intense stage competition duels but also professional commentary and exposure, bringing the audience a spectacular esports feast. We provided gaming enthusiasts with premium game trial opportunities, fun interactive sessions, and user benefits, showcasing Honor’s cutting-edge technology and innovative achievements in the gaming field.

The Key Facts

Project: OnePlus and Honor at 2024 ChinaJoy

Task: Bringing two exceptional visual and experiential feasts with OnePlus and Honor at 2024 ChinaJoy, enhancing brand influence and audience interaction experience

Solution: Through innovative booth design and interactive experiences, showcasing the brand’s cutting-edge technology and product features, creating a refreshing experience for gaming enthusiasts.

Result: Through creative concepts and design, successfully enhanced booth attractiveness and audience engagement, with gaming enthusiasts sharing their OnePlus and Honor booth experiences on social media. Additionally, Honor’s Harcourt photography also became one of the popular check-in spots at this ChinaJoy, capturing life photos for many gaming fans. This ChinaJoy further strengthened and enhanced the brand image of OnePlus and Honor in the technology and esports fields.

The Numbers

Daily Visitors: 10,000+

Interactions: 8,000+

Preparation Time: 1 month

Team Size: 50+

Participants from 13 Cities: 30,000+

What They Said

Every year, OnePlus’ Chinajoy is a gathering for the new generation of young people, attracting many attendees. As a long-term partner of OnePlus, we always hope that both the execution of the event and the design details retain the OnePlus style and collaborate with different IPs while pursuing innovation and breakthroughs, striving for perfection.
— Allen Li, Account Director,Uniplan China

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