About the Idea
The start of Ray-Ban's new campaign, featuring the theme of 'courage,' was brought to life at a special pre-launch event. At the event, the design of the new Clubround glasses was introduced through a fun activity. The Ray-Ban Lounge was set up with large window displays shaped like glasses, and tablets were placed below each.
Like popular dating apps, visitors could use these tablets to choose if they wanted to see who was on the other side, evaluating up to four people. After each round, the eight participants discovered if they had been matched with someone. The matched pairs were then invited to the upper floor of the lounge for drinks, and to explore the new Clubround glasses that had just arrived in Brazil. These new glasses were also available for purchase at the Ray-Ban store at Lolla Market. This event was a unique combination of fashion and social activity that reflected the courage at the core of Ray-Ban's new campaign.
Results:
in the pop-up store, more than 2,000 participants.
7,000,000 people impacted on our social media channels.
approximately, 160,000 people were reached during the festival.
In just 2 days, sales of glasses were equivalent to that of 3 months in a standard store.
