Eyefluencers

Background

National cinnamon bun day is one of the great highlights of the year in Sweden. And the fight for customers is getting tougher. While most competitors invest in the hype of influencers, Sweden's largest convenient store Pressbyrån, moves in another eye-catching direction - introducing the world's first Eyefluencers.

Idea

Specially designed contact lenses with a cinnamon bun motif and an appealing price is the heart of the campaign. Lenses which will be worn by Pressbyrån's employees in-store and make a sudden impact on the costumers. By marketing products directly in the eyes of the employees, Pressbyrån has not only created a whole new media channel but also introduced a new concept into the world of marketing: E2E (eye to eye) marketing. The campaign is supported by film, DOOH, social media, and in-store material.

Results

The campaign was dubbed the best cinnamon bun day campaign in Sweden and was written about in all major news media. The campaign sparked a debate whether marketing has gone too far, or just right in your eyes.