Eurooptika decided to make its design and service more sophisticated and to target high-income consumers a year ago. We turned it into Spex (did rebranding and positioning). For this time, we launched a campaign for the official opening which had to save the previous target audience and to get new customers.
Spex is a retail brand of exclusive glasses, designer frames, and impeccable service. We had to make it #1 in the premium segment of optical stores.
We announced Spex as a spectacular experience in everything: range, design, service, and pleasure of a bargain.
We were not going to do a luxurious campaign only because of a lux brand. We did it noticeable, provocative, and stylish at the same time. Also we showed the way consumers could treat exclusive things and weaknesses, provoked by them.
One more pair of glasses this summer is a tiny sin which can be allowed. And if the sin is the glasses by Spex, you shouldn’t beat yourself.