Relay was briefed by Mobvoi to create a launch film for the Ticwatch 2, a smart AI wearable made in Beijing.
What Relay Did
Mobvoi wanted to launch their product in the US market with a campaign on Kickstarter, the best-known crowdfunding platform in the United States. We decided the best way to create this film was to actually shoot it in the US, and to find local on-camera talent to explain the product’s features and its potential appeal to US consumers. It’s sometimes difficult for Chinese companies to build trust and establish their brand in the US, but with this film Relay was able to introduce American consumers to the Ticwatch 2 in an inviting, engaging way.
Results / ROI
After launching the film, the Ticwatch 2 campaign raised over 2 million USD on Kickstarter, making it one of the most successful campaigns ever to originate from China.
Beyond the success of the campaign itself, Ticwatch achieved a huge amount of PR buzz and publicity, with coverage on TechCrunch, Endadget, and The Verge.