What do all these icons have in common? A pair of Ray-Bans, of course.
Since 1937 Ray-Ban has been associated with a myriad of successful people – they know a cool cat when they see one. Today, Ray-Ban is on the lookout for the next generation of cool, and to do so they have launched a nationwide campaign across South Africa’s top universities. The campaign, which was conceptualised and executed by alternative media specialists, Tag 8 Media, involves the use of a coffee cup sleeve baring a pair of Ray-Ban sunglasses. Students pop out the perforated pair of shades from the sleeve, and are encouraged to take a photo of themselves wearing the shades and upload it to Ray-Ban’s Facebook page. They stand to win one of twelve pairs of genuine Ray-Ban sunglasses.
To optimise exposure of the campaign, Tag 8 also included posters and coffee cup lid stickers. Young Coffee Connecters across the campuses were involved in promoting the campaign and in providing images of the interactions.
“The Ray-Ban campaign interacts with young, bright minds through the combination of alternative and social media, in a creative language that is both familiar and exciting,” says Andrew Franks, Tag 8 Media.
For more info visit www.tag8.co.za
