Advertiser: LUXOTTICA
Agency: POSTERSCOPE IBERIA
Category: Viral Film
Production: Gabriela Skaf (Posterscope Iberia)
Account Executive: Layla Gutierrez (Posterscope Iberia)
Client Brief Or Objective
Their goal: reinvent themselves and recover the former hegemonic position as an icon of style and beauty, regain the loyalty of its consumers to achieve renewed growth in sales.To achieve it, Vogue Eyewear, cobranded with Glamour, created an online platform to establish and maintain a closer and more direct dialogue with its customers. The hook and added value of this platform would be a wide range of beauty tips and advice. Our mission at Posterscope convert Vogue Eyewear' digital platform into an offline action, and generate the maximum number of sign-ins to feed the client database.
Implementation
We applied the "Pop-Up" concept to a fashion school in the trendiest area of Madrid and called this unique space the “The House of Fashion”.A renowned interior designer took care of every last detail of the “mise-en-scène”, giving it a modern and cool vibe. During three days we offered exclusive workshops and classes facilitated by the best professionals in various disciplines: Eyewear as a fashion accessory, Coolhunting, Photography, Styling, Blogger, DIY and Makeup. To win a spot in the “The House of Fashion” our target audience was invited to join the online platform and take part in the draw.
Outcome
Glamour and Vogue Eyewear online platform scored over 6,000,000 impressions.The event was full capacity, 300 attendees during the 3 day event, more than 1,200 participants in for the draw and more than 100,000 newsletters sent. Spain became the second country with highest number of sign-Ins.Specialized Social Network profiles and Blogs converted our activity into a Trending Topic. Our strategic partner’s site, Glamour.es, enjoyed a 63% increase in visitors.Subsequent follow-up about “The House of Fashion” in the Glamour online and offline channels achieved over 150.00 visits to the site and over 400,000 copies of the print edition.
Relevancy
Using OCS, our proprietary analysis toolbox, we identified the ideal channels to engage our Core Target with the Vogue Eyewear platform. We analyzed spending habits and interaction with the media and discovered that their intense relationship with fashion was fueled by advanced knowledge and interaction with social media and digital technologies. This forced us to be highly innovative in our planning to not only attract their attention but also to ensure high levels of participation. We distilled the key concept of making the true appeal of the online platform of Vogue tangible, inspiring people in the physical, OOH, world with the same fashion tricks and tips shared in Vogue’s online platform.