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The UK’s biggest optical show, 100% Optical, was set to celebrate its 10th anniversary in 2024, so we needed a stand-out campaign to raise awareness of the show’s milestone anniversary, as well as incentivising visitors to register for what would be the biggest show in its history.
We partnered with a variety of big name and independent eyewear brands including Marcolin UK, Rayner, Coti Vision, and Bird Sunglasses, who gifted prizes for our unique scavenger hunt, which would take place at the show. Visitors were given 10 riddles to solve which would lead them to a series of locations around the show, each area bearing a letter. Once all 10 letters were collected and unscrambled, they would form an optical-related 10-letter word, allowing them to then enter the giveaway. Ten lucky winners would be drawn to win incredible prizes worth hundreds of pounds, including frames, sunglasses, spectacle case holders, gadgets, and optical fashion accessories.
