Analysis of Rayban's Creative Campaigns.

1. HISTORY
Founded in USA by Bausch and Lomb – 1937
Sold to Luxottica Group in 1999 for $640 billion
Introduced for the United States Army Air Corps
Lieut. John Macready approached Bausch and Lomb and asked
them to create sunglasses that would protect his eyes from
every angle, but also look cool
Thus, literally – “ray” “ban”
Include prescription lenses
Universally recognisable
Instantly iconic
Product placement – Top Gun, Risky Business, various celebrities
World’s best selling brand of sun & prescription eyewear

2. ESSENCE & VALUES
Embrace retro fashion
Be original, be outlandish
Live your life with authenticity and no fear of judgement
It’s fashionable to be yourself
DNA:
Authenticity & uniqueness
Ideology:
"Sunglasses that place you at the centre of attention beyond trends,
transcending time and stongly customising whoever wears them".
Style to suit every type of person – iconic – Wayfarers, Aviators etc
Leading brand of sunglasses to suit all ages

3. TARGET MARKET
Male & female
Aged 20-50
People wanting optical lenses “with style”
People seeking social status
Fashion conscious
People wanting to express their individuality – “I’ll be an Aviator wearer for
life”
“Yuppies”
People who like to customisation – key factor
Musicians

4. Rayban through the ages
50s/60s
Celebrities like Bob Dylan, Marilyn Monroe,
Jackie Onassis, James Dean, seen wearing
Raybans
70s/80s
Made famous by Tom Cruise in Risky Business &
Top Gun. Rayban reborn in 1982 when they
signed a contract with Unique Product
Placement (paid $50 000 p/a) to have product
placement in films & TV programmes
90s
More frequent product placement - Men In
Black (style Predator 2030).
Will Smith even mentions Ray-Ban in the title
song: “…the black suits with the black Ray-Bans
on“...
2000s
Wayfarers become popular again – Kate Moss,
David Beckham, Johnny Depp, Natalie Portman,
Brad Pitt, Robert Pattinson, Bradley Cooper
Emma Stone, Barack Obama

5. CAMPAIGNS
Back in the day

6. Ray-Ban Never Hide
Viral Videos (Guerilla Advertising)
Launched in 2007
Targeted the younger crowd
Series of Youtube videos with the slogan
“Never pretend. Never be afraid. Never give up. Never Hide”
Outlandish situations
Home video kind of feel, simple, featuring “average joes”
not celebs (moved away from using Icons)
No special effects or extravagance
Realistic and believable (amateurs)
Didn’t want people to see them as commercials
Consistent communication; website,
Billboards e.g Times Square
Subtle advertising/message, focused more on the
“Guy catches sunglasses with his face”
“Guy gets tattoo of sunglasses on his face”
Ads you’d want to share on social media sites
And tell your friends about

7. Ray-Ban Colorize
Customisation with
pens and stencils

8. Rayban Legends
Tells the history and spirit of 75 years of NEVER HIDE: courage to be yourself
and express your beliefs and personality
Icons – past, present, future
Shot by photographer Mark Seliger in LA
7 legendary moments (one per decade)
Each inspired by real life/iconoclastic figures (breaking the mold/defying the
norm)
Each character in the image wears a pair of Ray-Ban Icons
Special attention to colour tones to represent each era, e.g black & white,
sepia, bright colour
Website – reveals people and stories that inspired the campaign
Able to upload your own images, videos and stories and share your own epic
experiences to become part of the “Legend”

10. Ray-Ban Hall of Frames
Proud supporter of South African musicians
Collaborated with various South African artists who could decorate Wayfarers
or Aviators and get them put in the Hall of Frames
Showcased the customised sunglasses at various events throughout SA

11. Live music at &Union
Pose with the Ray-Ban Never Hide frame, get your picture taken, most
creative picture wins Ray-Ban prizes
Events are blogged by music journalist Tecla Ciolfi and the &Union Twitter
page

12. Ray-Ban at OppiKoppi Sweet Thing 2012
Legends
Share your legendary moment for a chance to win a rock-star experience with
Ray-Ban at OppiKoppi for you and 3 friends
Win camper van for the weekend, festival tickets and Ray-Ban merch
Ray-Ban Time Machine
Allowed users to create their own legendary moment within each of the 7
decades of Ray-Ban
Print, upload to Facebook, tagging Ray-Ban
Ray-Ban Village
Area with campervans and fully stocked Red Bull fridges with private toilets

13. http://www.forgifts.co.za/gift-ideas-for-men-of-all-ages/39-
48/ray-ban-aviator-sunglasses/
http://www.creativeguerrillamarketing.com/guerrilla-
marketing/rayban-hide-guerrilla-marketing-campaign/

14. http://trendland.com/ray-ban-colorize-
campaign/#
http://www.eyeheartglasses.com/2008/12/mo
re-ray-ban-wayfarer-colorize/
Have courage to express
your personality and style
– NEVER HIDE – for 75th
anniversary
#TuesOnFire at &Union –
“Never Hide” frame -
sponsored prizes (publicity
by journalist Tecla Ciolfi)
Released limited edition
“Never Hide Playlist” CD
and some of the biggest
local bands on their list
of musical ambassadors
“Augmented reality” –
consumers can “try on”
sunglasses on their
website via the virtual
mirror

15. Headings like “guy catches sunglasses with his face”
“guy gets tattoo of sunglasses on his face”
Create ads you’d want to share on social media sites
And tell your friends about
Live your life with authenticity and no fear of judgement

17. Two Door
Cinema Club
wearing Ray-
Ban

18. Design
Launch of rare prints (wayfarer) range – commissioned world’s best
graphic designers to design posters representing each of the different
sunglass styles. Incl videos
Matt W. Moore
Andreas
Krapf
David
Sossella

19. Partnerships/Sponsoring
Brawn GP – Formula One team
Ray-Ban logo appears on the helmet visors of Brawn GP’s race drivers
Jenson Button and Rubens Barrichello (since 2004)
Ray-Ban rooms
Support young musicians and record online sessions for streaming on the
ray-ban rooms website
List of musos include Laura Marling, Eliza Doolittle, Florence & The
Machine, Mumford & Sons
Festivals
Glastonbury
Isle of Wight

20. Styles
Legends
Rare Prints
Optics
Rayban Kids
Icons: Wayfarer, Aviator, Caravan, Cats, Clubmaster
1st 2 best selling eyewear designs of all time
Tech
Limited Editions
Special Features
Wall of legends
Luxottica group
House of Brands:
Persol
Oakley
Tss
Vogue
Arnette
K&L (Killer Loop)
Retro prescription
lenses

21. 75 Years of Legends campaign
Collaborated with magazine Dazed &
Confused to put on a Legends show
Chance to be part of the audience if
you upload an image and share your
legendary moment on the RB site
Winners get to attend event hosted by
British rockers Primal Scream
http://www.dazeddigital.com/music/ar
ticle/14076/1/get-your-rocks-off-with-
primal-scream
http://www.ray-
ban.com/southafrica/neverhide/festival
s/oppikoppi
http://www.ray-
ban.com/southafrica/neverhide/rockin
g-the-daisies

22. French made cast-iron
cookware, good
quality, long-lasting,
expensive but value for
money
12-step finishing
process
Est. 1925
Stand-alone stores
in busy shopping
malls
Colourful,
trendy,
status
symbol

23. http://www.designyourway.net/blog/inspiration/diesel-jeans-advertising-campaigns-45-prints/
http://www.simplyzesty.com/facebook/diesel-jeans-launch-in-store-qr-codes-that-let-you-like-
jeans-on-facebook/
http://chicvanilla.wordpress.com/tag/brand-essence/
http://books.google.co.za/books?id=XvZ2o9FUuQ8C&pg=PA71&lpg=PA71&dq=diesel+brand+ess
ence&source=bl&ots=_p5fv27DgQ&sig=XlHVFCi7kSXi-
OP4cOR1RFLtgjc&hl=af&sa=X&ei=DAAoULP_LsK3hAe-
oYHABw&redir_esc=y#v=onepage&q=diesel%20brand%20essence&f=false
Fantasy, Humour, Kitsch
and Sex
“Be Stupid” campaign – be
fearless, do things just for
the fun of it, young & wild
Always have fun,
extravagant campaigns
and shoots
Diesel Island – a Utopia
Challenges the question of
what the “good life” is and
how it can and should be
lived
“lived in” clothing, stone-wash in the 70s
Ruggedness
“Diesel’s cool image is more important than a
big turnover”

24. Comment on cultural, political, racial and ecological issues
Irony is used in a lot of their fun and entertaining advertising
http://www.brandchannel.com/careers_profile.asp?cr_id=103

25. Collaborating with local musos
Converse Block Parties - free
Red Bull