Ray-Ban

Ray-Ban is a brand of sunglasses and eyeglasses founded in 1937 by American company Bausch & Lomb. The brand is best known for their Wayfarer and Aviator styles of sunglasses. In 1999, Bausch & Lomb sold the brand to the Italian Luxottica Group for a reported $640 million.

    Challenge

    Ray-Ban had launched eight new categories of shades, and wanted to create engagements around the products, in order to enhance brand identity.

    Solution

    Based on product lines’ theme, Tagbin developed different engagements for the target audience.

  • Tough as leather – The challenge was to prove an individual’s toughness by pulling the lever down and concentrating on counting the triangles during physical exertion. The “Tough as Leather” category of shades represents physical toughness therefore whoever won the challenge was given attractive discounts.
  • Smooth as velvet – Air orchestra was built where an individual could control the music volume or pace of the song by mere hand gestures. The smooth upward hand gesture increased the volume whereas the low hand gesture decreased it, The sideways gestures increased or decreased the pace of the song. By doing the same a person can have a wonderful musical experience.

    Impact

    This technology based activation turned out to be a phenomenal experience for people, young and adults likewise and thus the activity witnessed a great crowd involvement. The theme based approach for the launch enabled Ray-Ban to develop lasting connections with the visitors, which was proven by the tremendous sales observed at the activation venue.