X-Mini #livewirelexx

The brief:
Launch LIBERTY+, the True Wireless Bluetooth earphones from X-Mini with a whopping 9 hours of battery life


Our approach:
When you have a pair of wireless earphones that can last 9 hours on a single charge, it's as good as charging it only at the end of the day before you sleep. LIBERTY+ allows a completely wireless lifestyle, free from the need of any backup wired earphones. We activated the launch by encouraging people from around the region to liberate themselves from the wired lifestyle and submit photos/videos of themselves cutting up their wired earphones with the hashtag #livewirelexx. An interactive microsite was built to keep track of the crowdsourced user generated content, with the objective of launching with a greater discount the more user submissions we collected.


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