MIRRORED GLASSES by Y&R Buenos Aires for Orbital

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MIRRORED GLASSES

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market Argentina
Agency Y&R Buenos Aires
Executive Creative Director M. Mercado
Creative Director D. Rial, D. Tuya, D. Oliveira, O. Di Nardo, M. Goldberg
Released March 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: ORBITAL
Product/Service: STORE
Agency: Y&R BUENOS AIRES
Date of First Appearance: Mar 30 2011
Entrant Company: Y&R BUENOS AIRES, ARGENTINA
Executive Creative Director: M. Mercado (Y&R Buenos Aires)
Creative Director: D. Tuya (Y&R Buenos Aires)
Creative Director: D. Rial (Y&R Buenos Aires)
Creative Director: M. Goldberg (Y&R Buenos Aires)
Creative Director: D. Oliveira (Y&R Buenos Aires)
Creative Director: O. Di Nardo (Y&R Buenos Aires)
Media placement: 1 Ambient Execution - Palermo Soho's Orbital Shop - 30 March 2011

Describe the objective of the promotion.
The goal of this activation was to let the people wear our different models of sunglasses without actually make them enter the shop. Generally, it happens that people stare at the sunglasses from the street, looking through the shopwindow, because they don´t have the time or the will to enter. So we decided to let them see how the models fit their faces, by putting a mirror with a sticker of the glasses pointing to the street.

Describe how the promotion developed from concept to implementation.
Once the insight was clear, the implementation was simple: we place mirrors in all Orbital shops, and each mirror had different stickers with the models of the sunglasses. People could choose the models they like best, and see how they fit their faces, which is a decisive point when someone wants to buy glasses.

Explain why the method of promotion was most relevant to the product or service.
The brand Orbital is practically new in the argentinian market, so we needed a clever activation that helps us to bring the attention of the passers by, giving them something both funny and practical. The intention was to position Orbital as a fresh brand, that knows how their target thinks.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Although the results of the activation were not measured in numbers, the effects it had on people was ironic: we did something to let them wear the sunglasses without entering the stores, and more people enter the stores once the mirror was put in place.