THE IMPOSSIBLE SPeCTACLES

STRATEGICALLY REPOSITIONING MOVITRA WITH AN IMPOSSIBLE PRODUCT LAUNCH

Almost too good to be true: Movitra glasses are the first-ever unscratchable eyewear, thanks to their patented folding mechanism.

We strategically positioned them as The Impossible Spectacles—a product that seems unattainable, has never been seen before, and becomes all the more desirable for it.

CLIENT

Movitra

CATEGORY

Strategy / Product Design / ATL / BTL / E-commerce / Social / Digital Activation / Digital PR / CRM / Influencer Mktg

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Facebook , Twitter, Linkedin

To promote Movitra’s new positioning, we created Error 404 (two extremely exclusive eyewear designs) and launched them on an impossible e-commerce.

With an extensive waiting list and elite purchase codes, the models were made almost impossible to buy, augmenting the perception of exclusivity.

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The Error 404 product launch was communicated across Movitra’s social channels.

We also activated influencers with elite skip-the-queue codes, further increasing user engagement.

Aligned with the online repositioning, the press campaign advertised the Error 404 models with an impossible visual twist.
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