Case Study: Promoting IZIPIZI's Summer Sunglasses Collection

Introduction

IZIPIZI, a renowned French eyewear brand, is celebrated for its stylish, vibrant, and affordable sunglasses. As summer approached, IZIPIZI aimed to promote its new sunglasses collection, aptly named the TASTY collection. This collection features three enticing designs: Syrup, Cola, and Granita. The challenge was to create a unique and engaging marketing campaign in London that not only highlights the new collection but also aligns with IZIPIZI's commitment to sustainability.

Brief:

Objective: To promote IZIPIZI's new TASTY sunglasses collection in a way that is fun, engaging, and environmentally friendly, while driving brand awareness and sales.

Key Messages:

  1. The TASTY collection is inspired by the flavours of summer.

  2. IZIPIZI is committed to sustainability and eco-friendly practices.

  3. Experience the new collection through a unique and memorable campaign.

Proposal:

To achieve the objectives, we proposed a multi-faceted campaign centred around an ice lolly theme that matches the flavours of the TASTY sunglasses collection. The campaign featured the following key elements:

  1. Ice Lolly Concept:

    • Choose premium sorbet-based vegan and gluten-free ice lollies in flavours that represent Syrup, Cola, and Granita sunglasses. The chosen flavours were mojito, raspberry lemonade, and roasted banana. Chosen so as to match the colours of the sunglasses as effectively as possible. 

    • The plan was then to distribute these ice lollies alongside the sunglasses at strategic locations across London to create buzz and engagement.

  2. Sustainability Alignment:

    • We sourced and used an electric van to travel around London, reinforcing IZIPIZI’s commitment to sustainability.

    • The van transported a branded Fridge Freezer Trike, which was used at each stop to distribute the ice lollies and showcase the sunglasses as part of the brand activation.

  3. Interactive Experience:

    • Setting up the Brand Activations at key press office locations across London meant that people could try on the sunglasses, enjoy the ice lollies, and share their experiences on social media with the branded Fridge Freezer Trike acting as the perfect backdrop for photos and videos.

Bringing the Concept to Life

Design and Production:

  • Choose the correct colour-matching matching lollies

  • Source the electric van

  • Brand the Fridge Freezer trike with IZIPIZI’s logo and TASTY collection visuals.

Logistics and Execution:

  • Plan the most sustainable route covering high-profile visits in London such as YOU magazine, IZIPIZI Camden store, and The Hearst Building (home to Elle). 

  • Schedule pop-up events during peak hours to maximise visibility and engagement.

  • Provide a brand ambassador to manage the Fridge Freezer trike, distribute ice lollies, and engage with the public about the TASTY collection and IZIPIZI’s sustainability initiatives.

The Journey Across London

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The campaign kicked off with a Brand Activation at YOU Magazine, where the eclectic van and Fridge Freezer Trike made their first appearance. Brand ambassadors handed out ice lollies to excited workers from the magazine. Attendees were encouraged to try on the sunglasses, take photos and pick their favourite to keep as part of the Brand Activation. The van then travelled to other popular spots including IZIPIZI Camden Store, The Hearst Building (home to Elle), and Fabulous in London Bridge. Each location saw a similar level of enthusiasm and engagement with the new line of sunglasses. The sustainable aspect of the campaign resonated well with the audience, who appreciated IZIPIZI’s eco-friendly approach. 

The social media campaign amplified the reach, with influencers and attendees sharing their experiences and spreading the word about the TASTY collection. A videoographer also created a Reel for Instagram for IZIPIZI which has reached almost 15K views since being posted. 

Conclusion

The TASTY collection Brand Activation successfully combined creativity, sustainability, and engagement to promote IZIPIZI's new sunglasses in London. By aligning the flavours of the sunglasses with a unique ice lolly concept and using an electric van for distribution, the campaign not only generated buzz and excitement but also reinforced IZIPIZI's commitment to eco-friendly practices. The interactive pop-up events and social media strategy further amplified the brand activations reach, making it a memorable and impactful marketing effort.

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Quirky Group