Enter Opticana's 404. We bought domain names that highly resembled the URLs of the 10 most popular sites in Israel – for example, we bought NSN.co.il to "swap" MSN.co.il. Whoever misspelled the URL was directed to Opticana’s dedicated microsite.

At the microsite users were called to re-evaluate their vision and were offered a free eye examination and an exclusive coupon for a discounted pair of glasses. We turned a useless media property into an innovative one.

In the first two weeks, hundreds landed at Opticana's microsite and dozens printed out the coupons. Overall, since the campaign launched, more than 12,000 users reached Opticana's microsite. Hundreds of them downloaded and used the coupons, leading to an amazing 15% coupon conversion rate. On top of the immediate success with our target audience, we also received thousands of free media impressions in Israel and around the world. And the best part of it all? The whole campaign was launched for only $500, leading to an unheard of ROI in the optical retailer world and beyond.