Glassing Sunglasses: Mido by Y&R Milan for Glassing

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Ambient
Market Italy
Agency Y&R Milan
Art Director Alessandro Agnellini
Copywriter Davide Iacono
Released April 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: GLASSING
Product/Service: SUNGLASSES
Agency: YOUNG & RUBICAM BRANDS
Date of First Appearance: Mar 5 2011
Entrant Company: YOUNG & RUBICAM BRANDS , Milan, ITALY
Group Executive Creative Director: Vicky Gitto (Young & Rubicam Brands Italia)
Copywriter: Davide Iacono (Young & Rubicam Brands Italia)
Art Director: Alessandro Agnellini (Young & Rubicam Brands Italia)
Account: Alberto Levi (Young & Rubicam Brands Italia)
Media placement: Direct Marketing - MIDO International Optical Fair - 5/03/2011
Media placement: Ambient Media - MIDO International Optical Fair - 5/03/2011

Insights, Strategy & the Idea
Glassing is a sunglasses brand for young people who love to amuse themselves in an immature and unthoughtful way.
Being an emerging brand, their models are mostly still unknown by shopkeepers and therefore optical centers aren’t well stocked.
To promote the new collection Musik Skin among retailers, the brand wants to be present at MIDO, the most important international optical fair. But there is a problem: an official stand inside the fair is too expensive.
We found a low budget solution to enter the fair and spread the Glassing’s philosophy (sunglasses for immatures): a leaflet secretly attached on people’s backs, like young people do for a joke.

Creative Execution
In front of the entrance of the fair, our accomplices secretly attached a leaflet on the backs of people entering with the headline:
“Glassing Music Skin. Sunglasses for immatures”.
This turned people into the "media" showcasing the Glassing philosophy inside the fair.

Results and Effectiveness
During the three days of the fair, retailers found thousands of leaflets on people’s backs and they also have been victims of the joke.
The irreverent style of Glassing created curiosity about the brand and retailers found on the leaflet’s backside all the contacts and the information about the new collection.

Results:
- 2,000 euros invested instead of 20,000 for an official stand.
- 90,000 euros of orders received for the new collection in just 3 days.
- Brand openings in 5 new foreign markets.

The Ambient Advert titled Glassing Sunglasses: Mido was done by Y&R Milan advertising agency for product: Glassing Sunglasses (brand: Glassing) in Italy. It was released in Apr 2011.