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.
11 TIME ZONES AND LOCATIONS
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
Results
AVERAGE ERR
ENGAGEMENT RATE BY REACH
48,87%
OTS
Opportunity to see
3 866 500
CPV
Cost per view
0,87 RUB
