We built an interactive space with digital screens, Style Mirrors, where the consumer could try Vogue Sunglasses and shoot selfies in many different social contexts of this exotic destination: a pool party, a beach sunset, an elegant dinner and many others.

Wearing sunglasses was the access gate to this star experience.

During our Summer House Tour, with aperitif parties in qualified locations, the Style Mirror was surrounded by sunglasses that people could wear and start imagining to be a star in Rio, dancing with friends in amazing locations. Connected via Facebook, consumers were willing to share this fun, while posts generated were also suggesting the best retailers in the area.

The idea of watching themselves as third party made people feel like stars in a dream. And sharing selfies with friends on line was a natural extension of this experience.

5.771 Giorgios dreamed to be in Brazil and entered the contest, which means +598% vs 2012.

Previous campaigns have reached an average of 350 people (source Vogue).

Shooting selfies while dancing in Copacabana beach was such a powerful emotional reward for Italians that made Italy the first country among 34 by registered contacts to the Style Miles platform (55% of global registrations were Italians).

The Brazilian dream made Italian guys subscribe at least 10 times more than any other country.

And guess what... Desire become interest, and sales raised by 20% vs 2012 in the Summer House Tour areas.