EUROPE. EssilorLuxottica partnered with Dufry to showcase the Ray-Ban Reverse collection in Europe travel retail.
The line features the first reverse lens sunglasses silhouette and was promoted via high-profile activations in Italy and Switzerland in line with Dufry’s Emotion+ digital and in-store strategy.
The partners highlighted the Ray-Ban Reverse collection with a dynamic pop-up campaign in Milano Linate and Bergamo Airports that ran from 1-28 August. The eye-catching pop-ups invited travellers to try the concave lenses and experience the technology first-hand.
Both animations were supported by immersive, omnichannel elements as part of Dufry’s 360º Emotion+ strategy.
Travellers were able to reserve online and collect their purchases at the airports.
Members of the Red by Dufry Loyalty programme were also engaged throughout the campaign’s run. Evocative digital assets built awareness for the collection, boosted sales and engaged with customers pre, during and post-trip.
The campaign was supported by a dedicated visual starring Italian model Vittoria Ceretti, wearing the innovative inverted lens style.
In Switzerland, the partners launched a bold window display and promotional unit at the Sun Catcher store in Zürich Airport. The window display brought the reimagined lenses to life through futuristic design elements that pay homage to its disruptive aesthetic. The display highlighted the shift from convex to concave via reflective mirrored cubes.
Inside the store, eye-catching display cubes further emphasised the launch with taglines that read ‘Introducing our first-ever inverted lens’ and ‘You’ve never seen anything like this’.
The Ray-Ban Reverse collection is made with a variety of sustainable materials. These include 42% bio-based nylon lenses, 67% bio-based acetate frames and packaging, and cleaning cloths made with 100% recycled materials.
“It has been a pleasure to introduce such a revolutionary concept of this special brand to our customers,” commented Dufry Global Head of Sunglasses Category Yigit Durna. “The 360º campaign gave great visibility of this new, exciting product to travellers, and we thank the team at EssilorLuxottica for their partnership in bringing this campaign to life.”
EssilorLuxottica Global Travel Retail Director Alessio Crivelli commented: “Innovation and technology come together to take our most classic and popular styles and breathe revolutionised life into them. That is exactly what EssilorLuxottica has achieved with our latest Ray-Ban reverse collection. With our partners at Dufry, we are boldly showcasing our innovative collection and showing consumers what our eyewear can do for them.” ✈
