XRAI Glass
Launching revolutionary smart glasses with a life-changing, lifestyle-first strategy.
Background
Our goal was to launch XRAI Glass, raising awareness about its potential to transform lives. This revolutionary technology turns audio into text, significantly changing lifestyles for the deaf and hard of hearing. We aimed to emphasise its impact beyond technology.
Our approach
XRAI's launch needed more than just tech hype. By targeting the deaf community, our two-phase strategy involved a UK beta launch to build advocacy, followed by a global launch in the UK and US, ensuring early adoption and widespread awareness.
What we did
Beta launch
To secure early adoption, we targeted key deaf and hard-of-hearing media and influencers, arranging demos, TV appearances, and interviews. The focus was on lifestyle enhancement, encouraging the community to embrace XRAI as a transformative tool for everyday life.
For the general launch, we secured prominent deaf ambassadors and prepped the media with briefings and interviews. Launch day featured impactful b-roll footage and live events like Facebook Q&As, generating global media buzz and driving widespread recognition and excitement for XRAI.
Impact & Results
The launch of XRAI Glass showcased its potential, reaching global fame. Our strategy spurred conversations about enhancing lives with subtitled experiences, gaining endorsements from influencers and public figures, and selling out on Amazon. XRAI is now recognised as an innovative tech brand committed to societal impact.
'Bringing a new product to market is never easy, getting it in front of more than 3.3bn 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