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When Fitbit were launching their first smartwatch, the Fitbit Ionic, a high tech piece of kit, we knew we had to grab the attention of the tech community to drive pre-sales for the product. And the perfect way to introduce any new tech product is the tech fan’s favourite – an unboxing video. Unboxing videos would hardly be described as exciting. They’re generally seven to ten minutes of tedious detail, poring over every millimetre of a product and assessing each feature. Tech products are all about features, the best screen resolution, the slickest app experience, the fastest processors.

Fitbit had something on everyone else – the world’s most accurate heart-rate monitor. So how could we create an unboxing video that would illustrate the Ionic’s key feature and also get the viewers’ hearts racing? We enlisted the help of Europe’s biggest unboxer, SuperSaf, and even launched on his channel to his ~900k followers as though this was just any other unboxing. Using a genuinely respected and recognised unboxer gave us the authenticity and the access we needed. But the viewers were in for a surprise, going from standard unboxing to falling from 14,000 feet with the least likely action hero you can imagine. The video smashed the expected KPIs by over 400%, garnering over 5 million views and really creating a splash with the tech community. The Fitbit Ionic sold out in presale and resulted in Fitbit’s best product launch to date.