CHEAP MONDAY CLAIRVOYANT by Das Werk for Synsam

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CHEAP MONDAY CLAIRVOYANT

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Industry Prescription Eyewear
Media Promo & PR, Case study
Market Sweden
Agency Das Werk
Released August 2009

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: SYNSAM
Product/Service: CHEAP MONDAY GLASSES
Agency: WERK
Date of First Appearance: Aug 15 2009 12:00AM
Entrant Company: STARCOM SWEDEN, Stockholm, SWEDEN
Entry URL: http://www.synsam.se/cheapmondayclairvoyant/
: Johan Sjökvist (Starcom)
: Marcus Jiderholt (Starcom)
: Lotta Waldemar (Starcom)
: Caroline Pennycook (Starcom)
: Linda Askebris (Starcom)
: Armin Osmancevic (Werk)
: Björn Atldax (Woo)
: Micke Jaresand (Radical PR)
: Ewa Bärlin (Okidok)
: Anette Närlund (Okidok)
: Anna Widler (Nordisk Media Analys)
: Nadja Radwan (Nordisk Media Analys)
Media placement: Online (Non Bought) - 3D Site - 15 Aug 2009
Media placement: Online (Bought Space) - Facebook - 3 Sept 2009

Results and Effectiveness
These technologies were so much fun to play with that we weren’t surprised at the viral spread of our campaign. But what we weren’t prepared for was the huge impact on sales. Over three months, sales were three times expectations, and Synsam had to redirect shipments from Norway and Denmark to meet demand in Sweden. Best of all was the demographic of all these new customers. Brand preference for Synsam jumped a seismic 35 percentage points in the 15-25 year-old group, and those who bought glasses could well be customers now for life – bringing huge long-term value.

Creative Execution
We took our cues from the word “clairvoyant”, the name of the collection. We wanted to give people the chance to see things that were otherwise hidden, to see things in an unusual, or even supernatural, way. We played about with 3D technology and set up a special 3D website full of spooky graphics and videos made especially for Cheap Monday. We used 3D banners, graphics and links on social networks to drive traffic. On the site we also allowed people to magically see what they would look like wearing Clairvoyant glasses, by creating a virtual dressing room using augmented reality. All they had to do was sit in front of a webcam holding a logo printed from the website, and a pair of glasses would appear on their face! To the target group this was unusual and surprising – almost “clairvoyant”. And it was definitely not considered “advertising”, it was just fun.

Insights, Strategy & the Idea
Cheap Monday doesn’t advertise. Period. The fashion phenomenon is quirky, retro, uber-cool, and allergic to anything that smacks of commercialism. So when we were charged with launching the Cheap Monday Clairvoyant range of retro-inspired glasses, exclusive to the Synsam opticians chain, we were told there could be no TV, no radio, no outdoor advertising We knew what that meant. It meant we had to do something really different, something really fun. Which was ideal, because Clairvoyant was aimed at a cool, younger generation, who are always looking for fun and engaging activities on the web. Synsam saw this as a powerful opportunity to grab a new generation of customers who would stay with them for life. We saw it as an opportunity to play with some cool interactive technology that we liked.