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