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.

KV

Campaign Key Visual

Xmini-1
Long-distance-billboard
Microsite

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.

How-it-works