Sunglass Hut

Challenge

With approximately 2,000 locations around the world, Sunglass Hut is a leader in specialty sunglass retail. Recently, the retailer came to us, asking us to strengthen the relationship between its site and retail locations, and to increase traffic in stores.

Ideas

At 5th Finger, we saw mobile as the perfect way to bridge the gap between the Sunglass Hut site and point of sale locations. We had an idea that we knew could offer consumers an engaging experience, and that could also create meaningful connections between mobile, web, and retail.

Execution

In our Sunglass Hut “Look Famous” campaign, consumers could enter to win a trip to New York City by submitting their own “Look Famous” photos. To participate, they had to upload a mobile phone picture to the Sunglass Hut site. There they could enhance them with accessories like bling and Sunglass Hut products, to complete the look. In addition to submitting their picture as an entry, the final product could also be sent to friends or added to Facebook. If they chose to send it back to their mobile phones, they would receive a $25 Sunglass Hut mobile coupon to use in store.

Results

Our mobile campaign not only encouraged user-generated content, but it drove consumers to both Sunglass Hut’s site and retail locations. We succeeded in closing the gap between the desktop and the point of sale, while also providing consumers with an engaging experience. Moreover, the site became extremely viral, which is always the true test of an idea. Our campaign was awarded ‘Winner of Best Integration with an Offline Advertising Campaign’ at the 2008 Australian Interactive Marketing Awards.