A unique project — from naming, format and mechanics to phenomenal results. We transformed the digital format of Live-stream shoppable video into a TV show: the broadcasts were launched taking into account time zones, so that viewers from any region of the country could join the project. During the broadcast, a wide range of brand products was promoted; we showed unpackings and test-drives of Xiaomi gadgets. In real time, viewer could win or purchase goods. Thanks to unique non-standard mechanics, we managed to significantly increase the time of contact with the consumer. Instead of traditional advertising, which is usually ignored by consumers, we launched a content project — the one that allows the audience to get involved and that brings sales "here and now".