The Challenge

Current gaming chairs in the market do not alleviate body discomfort after prolonged use. OSIM’s massage chairs help release tension and relieve back pains but it is not a known name in the gaming industry. How do we showcase the value of the brand new OSIM uThrone in a market that is already flooded with a multitude of brands?

The Idea

Position the OSIM uThrone as the must-have help players need to level up their games.

The Strategy

We teased the public via a soft launch using a pre-registration site. We then followed up with a Singapore launch before a global offering ending in phase 4 with a collaboration with UNbox Therapy, a popular YouTube tech review channel.

Phase 1

We introduced the world’s first gaming massage chair, and positioned OSIM as the must-have option above all others for gamers looking to up their game.

Phase 2

We launched a teaser website that gave away no information about OSIM uThrone. Purely through the hype and aggresive social meida marketing, we exceeded our lead generation expectations.

Phase 3

We officially launched OSIM uThrone in Singapore and followed up with a global launch in Australia, New Zealand and North America.

Phase 4

We collaborated with popular YouTube channel, Unbox Therapy targeting tech fans to resounding success.


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