We developed a ProfilOptik virtual shop for the chat community we chose, the largest, most established, hippest community on the net. In this community, teenagers had their own virtual identity, and lived in a virtual house full of rooms, shops and departments. ProfilOptik’s shop let users “buy” special sunglasses, shades or crazy lenses for their virtual character. A competition allowed users to create and “buy” their own sunglass designs in the virtual store, and pick up give-aways in the real ProfilOptik shops.

After 2 hours online, the first visitors had already been in the store, bought crazy lenses, and started the buzz. After the campaign, unaided brand awareness raised from 30 to 50%, intention to buy raised 19 to 23% and positive rating of ProfilOptik increased from 39% to 56% among the target.