We let the visitors to Specsavers Opticians experience how it feels tobe visually handicapped, without any warning, by hiding a pair of sunglasses with completely dark lenses in the rack between the regular sunglasses. The price tag explained Specsavers'sponsorship of KNGF Guidedogs and gave the customer the opportunityto sponsor the charity as well. The promo was implemented at a total of 90 Specsavers Opticians stores throughout the Netherlands.

As the promotion ran in August almost 50% of the Specsavers clients experienced the special sunglasses and found out about the alliance in an impactful way. The promotion also got a lot of free media attention.