Mi Watch launch in Russia

26 January - 9 February 2021

Back in December 2020, Xiaomi released its first smartwatch called Mi Watch. Our task was to show the device’s advanced features for an active lifestyle and sports, as well as its impressive battery charging function.

The Challenge

How can you demonstrate how a smartwatch works, including its battery charge that lasts for days? And how do you get across all of its benefits to your TA – energetic and active young people who don’t trust traditional ads?

To reveal the key advantage of the Mi Watch - a large battery capacity, we sent it on an 11-day trip across the country. 11 opinion leaders in 11 time zones of Russia took turns testing smart watch in the most extreme conditions. Without additional recharging, the battery withstood active testing of all functions of the device, including sports modes, flashlight, compass, timer, heart rate monitor, stress sensors and altitude sensors. From the last participant from Petropavlovsk-Kamchatsky, the watch returned to Moscow with a charge of 7%.

11 bloggers

11 time zones

1 Mi Watch battery charge

Putting the project to life

Bloggers from regions ranging from Kaliningrad to Petropavlovsk-Kamchatsky showed the Xiaomi smartwatch in action.

Mi Watch was spotted on the ice of Lake Baikal and near the volcanoes of the Kamchatka peninsula, went parkouring in Moscow, rode bmx bikes in Samara, snowboarded down the ski slopes of the Sheregesh resort in the Urals. The smartwatch remained our heroes’ indispensable assistant, accompanying them in all those adventures and sports activities.

The bloggers’ diverse interests helped them highlight almost all of the product’s tech advantages and capabilities: a long-lasting battery charge, various sports modes, inbuilt flashlight, altitude-above-sea-level measurement tool, oxygen level measurement tool, compass, push notifications, timer, etc. The final battery charge was still 7% when the test drive was over – enough for another day of active watch use.


Helped with at-home workouts in Kaliningrad

Did parkour in Moscow

Practiced meditation in Tyumen

Rode bmx bikes in Samara

Measured pulse in Omsk

Snowboarded down the ski slopes of Sheregesh in the Urals

Was spotted on the ice of Lake Baikal

Helped doing household chores in Chita

Went exploring natural sights of Vladivostok

Went skiing and snowmobiling in Yuzhno-Sakhalinsk

Climbed the volcanoes of Kamchatka






Opportunity to see

3 866 500


Cost per view

0,87 RUB

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