Fitbit+The Ultimate Unboxing

Unboxing a new audience with branded content

What we did

  • Film
  • Social Strategy
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unboxing videos+parachutes

Fitbit wanted our help to launch their first-ever smartwatch across Europe, Asia and the Middle East. But this wasn’t just any smartwatch: the Fitbit Ionic boasted the world’s most accurate heart rate monitor. The only problem was, Fitbit had never talked to the target audience before: male fitness fanatics.   

An Unboxing video with a difference

YouTube is awash with unboxing videos, a recent phenomenon where people film themselves opening gadgets. But we thought we could take it a step further with an extreme unboxing video.

Partnering with YouTube sensation SuperSaf, we decided to make a film that showcased the Ionic’s features, especially its industry-leading heart rate monitor.

Thinking outside the box

We hijacked Saf’s YouTube channel to reach his million-plus subscribers. Then to really put the Ionic through its paces, we took Saf 15,000 feet in the air, and recorded his extreme unboxing video as he plummeted to earth (with a parachute in tow of course).

making a splash

While we’re at it, we thought we’d demonstrate the watch’s waterproof features with a water landing. Little did we know, Saf couldn’t swim.

Regardless, the film garnered a huge amount of attention, receiving more than 5.5 million views, and a 100% increase in positive sentiment. It quickly became Fitbit’s most successful launch to date, not to mention their best device presale as well.