Italy-based Luxottica Group's Vogue Eyewear brand, which has recently signed up a celebrity brand endorser in India, has launched a digital teaser campaign to unveil the star. On its website, the brand has launched an activity which it claims will build the world's largest user-generated mosaic to reveal her (http://www.vogue-eyewear.com/in/guess-who).
The campaign will be on till March 31 and by that time, the agency expects it to be built up to reveal the new face of the brand. The mosaic will need a total of 20,000 pictures and since its launch on February 18, the campaign has so far received around 10,500 entries.
Explaining the brief behind the campaign, Suva Ghosh, executive director, Asia, Brandmovers, says, "Vogue has Eva Mendes as its global face and when it signed up a Bollywood celebrity as its new brand ambassador for India, the brand wanted not to follow the traditional way of unveiling the face on TV or print. Hence, the 'Guess Who' campaign on social media was conceived so that it can also generate engagement on social media for the brand."
The agency claims that the mosaic takes into account only one unique profile as an entry, which means that if a person logs in several times using either Twitter or Facebook, he or she will be counted only once. However, when we checked, we found that the same person can log into the campaign twice, using the Twitter and Facebook profiles.
The brand will also give away one iPhone 5 every week to a user chosen from amongst those who have correctly guessed the name of the celebrity. Besides an iPhone 5 every week, the winners also stand a chance to meet the new Vogue Eyewear girl and get styling tips from her.
The campaign also enables the users to find themselves in the mosaic. Further, clicking on any of the tiles shows the message shared by that profile. In addition, the mosaic has 100 hidden stars, which will bring immediate gifts to users who find them.
According to the agency, the brand is also using its social media networks to drive participation. Vogue Eyewear's Facebook page, which has around 150,000 fans, and its Twitter page that has 1.7 thousand followers, have been regularly inviting the community to participate in the 'Guess Who' contest.