Improving life for millions by helping the hard of hearing experience the world in an extraordinary new way.

XRAI Glass' Bold Space

Life. Subtitled

BACKGROUND

XRAI Glass wanted to launch their revolutionary new software that converts audio into subtitles on smart glasses in real time, in the UK and US. For this to be successful, we needed to communicate to the deaf community that XRAI Glass is not here to replace existing means of communication but to enrich it.

HOW WE GOT THERE

We positioned XRAI Glass as a lifestyle brand. An aspirational augmentation to the wearer’s real lived experiences. We created a new visual system and brand guidelines. This formed the backbone of an integrated campaign across social and digital channels which included capturing hearing-impaired influencers reacting emotionally to their first experience of XRAI Glass.

POSITIONING | REBRAND | BRAND GUIDELINES | CONTENT | INFLUENCER CAMPAIGN I EARNED MEDIA

AN OPTIMISTIC MOMENT

New brand guidelines created a distinct, positive feel to the brand.

CONTENT WORLD

New photographic and film content fed into the campaign, social media and web design, including editorial-style content for publications to use freely.

LOUDER TOGETHER

Deaf or hard-of-hearing influencers became our brand ambassadors when they experienced XRAI Glass for the first time. This built huge organic reach and credibility. Along with this, c-suite profiling and consistent media relations built out a substantial narrative for the brand across the globe.

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RESULTS

Pieces of coverage

6500+

Pieces of broadcast

5800+

Media impressions

820m

Positive sentiment

+90%

Bringing a new product to market is never easy, getting it in front of more than 3.3B viewers is almost impossible. However, Boldspace made this a reality for us in no less than 5 weeks! We cannot thank the team enough for all their hard work and expert execution. We've never experienced such a professional service and we can't wait to experience it again and again.

Mitchell Feldman
Chief Sales & Marketing Advisor