The Challenge
XRAI wanted to transform accessibility with its app that allows deaf, hard of hearing and neurodiverse people to ‘see’ conversations as subtitles on AR glasses. To achieve this, XRAI needed a partner to amplify its broadcast message to global consumer and business audiences.
Our Strategy
We took a multi-faceted approach, relentlessly using the charismatic CEO Dan Scarfe, high-profile deaf case studies, global tech events and even the England deaf women’s football team to demonstrate the effectiveness of the tech. Such was the visual nature of the product that we always put TV at the heart of our outreach and supported all interviews with B-Roll.
The Results
We secured high-impact placements on multiple flagship TV programmes. BBC global tech flagship, Click, ran a six-minute segment featuring Gladiator star Jodie Ounsley. A condensed version ran on BBC Breakfast. Love Island’s Tasha Ghouri demonstrated the app on multiple programmes. BBC1’s The One Show and multiple ITV news programmes filmed the footballers trialling the tech in team meetings, while CNBC’s The Edge showcased a five-minute piece featuring Dan Scarfe, broadcast 31 times worldwide. Dan also appeared live on Sky News’s Ian King Live, CNN, Bloomberg TV and ABC National News in the US.
Making an Impact
The campaign reached tens of millions of viewers and listeners worldwide, sparking conversations about how XRAI tech is revolutionising the lives of the deaf and hard of hearing. The work positioned XRAI as re-shaping accessibility and helped them lift multiple awards, including Tech Startup of the Year.
