Overview:

Aaron Betsky has a wonderful piece about modern human aspirations. The dialogue reads: “What are you celebrating?” “It’s the end of the world, that’s what.” The end of 2023 was that celebration when we were invited to bring boldness to an Armenian brand of sunglasses – DANZ. This project required us to bring boldness and coolness all at once – and these are not just words.

The Challenge:

As a prominent brand of quality sunglasses produced in Armenia, DANZ reached a point where conversions hit their lowest point. This was the result of deliberate discount campaigns. Customers had learned to purchase during sales, so the challenge was to raise brand equity, improve the conversion rate, and bring freshness to the brand. The ultimate challenge was to boost sales in a short period.

The Solution:

In December, when the market is noisy, we needed something additional for DANZ. And here the idea came in – celebrating the end of the year/world. So, what if we played golf in the snow and hosted a cocktail party in the winter mountains, at 2,700 meters above sea level? But it was easier said than done. We had to transport a crew of 26 people to Mount Aragats, 89 km from the capital city of Armenia, and manage the shooting in -17°C. Certainly, all the elements of summer fun were there, including pool floats, underwater accessories, games, magazines, and smiles.

The Reception:

The result compensated for the complications. We hit the market, appearing on all screens, billboards, and shopfronts with the Chill Out campaign, receiving public appraisal. At the end of the day, isn’t it a hero brand that has the guts to relax and play golf in -17°C? Based on partner feedback, the positive change made it a top reference case. All in all, around 2 million engagements and significant sales growth.

Please explore the full case study with multimedia and credits on our Professional Behance here.