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Creative

Introducing the World's First Eyefluencers

Pressbyrån's new campaign by Åkestam Holst NoA will see employees wear designed contact lenses to market products to customers

Introducing the World's First Eyefluencers

National cinnamon bun day is one of the great highlights of the year in Sweden. And the fight for customers is getting tougher. While most competitors invest in the hype of influencers, Sweden's largest convenience store Pressbyrån, moves in another eye-catching direction - introducing the world's first Eyefluencers.

Specially designed contact lenses with a cinnamon bun motif and an appealing price are the heart of the campaign. Lenses which will be worn by Pressbyrån´s employees in-store and make a sudden impact on the customers. By marketing products directly in the eyes of the employees, Pressbyrån has not only created a whole new media channel but also introduced a new concept into the world of marketing: E2E (eye to eye) marketing. The campaign is supported by film, DOOH, social media, and in-store material. The agency behind this campaign is Åkestam Holst NoA.


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Client

Client: Pressbyrån/Reitan Convenience

Agency

Agency: Åkestam Holst NoA

Creative: Filip Laurent

Creative: Johan Landin

Creative: Joakim Khoury

Creative: Martin Noreby

Creative: Simon Lublin

Account Manager: Bella Lagerquist

Account Director: Jesper Ander

Graphic Designer: Jens Broman

DOP / Editing: Nisse Axman

Producer: Henrik Adenskog

Production

Production companies: BKRY NoA, Bsmart, Stream Nordic