The core concept of the roadshow was a large, iconographical symbol based on a simple idea: the product itself. The same product that resellers work with every day. Only 100 times bigger. A frame from Rodenstock’s current collection was transformed into what may be the world's largest pair of glasses. 40 feet wide, 12 feet high, with 46 feet long earpieces. The oversized pair of glasses conveyed a sense of greatness, mastery over the product and Rodenstock’s strengths in innovation. A symbol that gave direction and a central theme for every event. An iconographical symbol that set the standard.

The events were systematically evaluated through guest surveys (70% response) with multiple choice and open ended questions.

86% evaluated the event as very good (65%) or even excellent (21%) The primary reason given for the positive evaluation was the attractive setting. Rodenstock achieved a unique selling position through this roadshow, since 76% of their guests have not visited a comparable event in the last three years.

Many participants were so enthusiastic they announced their purchase orders for the following year the evening of the event. One participant: “These events contribute more to customer loyalty than comprehensive brochures.”