My People’s Choice
Optic 2000
Issue 26 | March 2013
Agency
Buzzman
Creative Team
CEO: Georges Mohammed Cherif Art Director: Raphael Dussud Copywriter: Quentin Kientz Strategic Planner: Julien Ortega Plaza
Production Team
Digital Producers: Laurent Marcus, Julie Bourges, Romain Goutte Digital Production: Grouek
Other Credits
General Manager: Thomas Granger Account Managers: Maite Orcasberro, Olivier Lopez Social Media: Hubert Munyazikwiye, Julien Scaglione
Date
September 2012
Background
The market for eye-wear in France was complicated by the rise of pure-play online opticians. Not only was there a desire for a new campaign to build awareness of the brand and its new e-commerce website but it needed to do so through social media in such a way it showed Optic 2000 to be as modern as any of its online competitors.
Idea
The innovative new online service needed an innovative idea to launch it. My People's Choice fitted the bill in that it was an idea that combined augmented reality with social recommendation.
Participants could upload a photo and see what the different spectacles looked like on them. Then they could ask others what they thought. Which pair of specs suited them best?
The innovation was in getting the opinions of vast numbers of total strangers – at the installation at La Defense in Paris; and in banners, where people could vote for the pair they thought best; and on Facebook, where all your friends could vote.
Results
Visits to the Optic 2000 website doubled.
During the campaign, sales increased by 100%.
More than 500 000 votes were cast for the many people who asked for help choosing their frames.
18 million people were reached.
Our Thoughts
When you’re looking for a new pair of specs, who do you trust most to give you an honest opinion. Absolutely right – a complete stranger.
It’s the tripadvisor thing. Someone you have never met is more credible than any hotel’s website or advertisement. And it seems to be the same with specs.
Of course, this idea is more than a mere testimonial. It’s a way of demonstrating the brand’s new website, demonstrating that it has just as much to offer as any online-only competitor and, finally, demonstrating its street-cred through its ability to understand how social media works.
The important thing, though, is this is an idea about people rather than about a wide choice of specs. PC
The whole world is suddenly a mirror. Try a pair of glasses and get a million opinions free. The intriguing thing here is that complete strangers are prepared to offer an opinion, even when there is apparently nothing in it for them. JA