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.

Tribe strategically positioned Movitra as The Impossible Spectacles. Impossible is something never before seen - something that appears to be unachievable and, for this reason, becomes even more desirable.

  • Strategy
  • Product Design
  • ATL
  • BTL
  • E-commerce
  • Social
  • Digital Activation
  • Digital PR
  • CRM
  • Influencer mkting

To promote Movtra's new positioning, we created Error 404 (two extremely exclusive eyewear designs) and launched them on an impossible ecommerce.

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

Queue

2.100

Subscribers

Page visits

73.000

Unique visitors

CPS

25€

Cost per Sale

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 Error404 models with an impossible visual twist.

Digital first thinkers, faithful consultants and always creatives. We take care of new markets, building long term strategic communication projects that change as people do, for brands like Emmentaler, Lipton, Sector, Movitra and Menarini.