See ItFirst.
Eyewear launched in the dark: a citywide night campaign lit only by the product.
The challenge
Lumen's autumn range was built around night driving lenses, and its media money had always been spent like everyone's: daytime, broad, expensive. The brief was to sell more frames in the darkest quarter of the year on a smaller budget.
The idea
Only buy the dark. See It First ran exclusively after sunset, on screens and shelters where the product was the only light in the frame, and the media plan followed the sunset as it moved earlier through the season.
What we made.
A sunset-timed buying model across digital outdoor, social and search in 22 cities, recalculated every day. Lightbox shelters lit only by the frames. Store windows that switched on at dusk, and creative tested weekly against store visits.
- Sunset-timed media model
- Digital OOH
- Lightbox shelters
- Social and search
- Store windows
Made for the feed.
Cut vertical first, for the platforms where Lumen Optics actually gets watched.
- ReelsReels · 410k views
- TikTokTikTok · 690k views
- ReelsReels · 380k views
The result
Lumen sold 2.3 times as many frames as the spring season, store visits after dark rose 41% and cost per visit fell by more than a third. The dark-hours model now runs every autumn.
“They argued us out of the campaign we asked for. The one we got sold more frames in eight weeks than our whole spring season.”
