Take the leap of faith to
#livewirelexx

When X-Mini released their stylish LIBERTY+ wireless earbuds, we ran an integrated campaign to announce its launch. By building an interactive microsite and using the hashtag #livewirelexx, people from different countries came together and took the leap of faith from wired to wireless together.

Campaign Key Visual

We rallied people to upload videos and photos of themselves cutting up wired earphones onto our microsite - the more we received, the bigger was the discount for the wireless earbuds on the day of the launch.
To commemorate the launch, there was also a hosted live streaming video of X-Mini LIBERTY+ on the Shopee e-commerce platform.

The campaign ran across Singapore, Malaysia, Australia, Thailand, Philippines, Indonesia and India.