Etna has huge stores and many products, yet despite being on promotion, these products often go unnoticed. We needed something to draw attention to such items. We had a series of products at low prices. So small that a magnifying glass was called for. A magnifying lens would be an interactive way of drawing attention to not-to-be-missed offers. We sought suppliers for the lenses, created small ads with the offers and distributed eyeglasses in the stores during lunchtime, a period when there is a flow of people passing through who may be attracted by the offers.

We handed out 500 eyeglasses per day throughout the promotion. The consumers interacted with the ads and learned about the products and offers. Sales were up 23% during the campaign period.