Premium sunglasses and goggles maker Zeal Optics is heading out on the second leg of a mobile tour this spring to hit beaches and outdoor events with its mobile showroom in an effort to attract hip consumers and generate sales. The first leg has been travelling to ski resorts and hot spots this winter showing off the brand’s goggles, which are GPS-based and give the skiers speed, elevation and timing on their runs. That tour began this past November, is still on the road and will visit the Teva Mountain Games in Vail, CO, Feb. 10 to 12. The next leg of the tour begins in April and will star the brand’s eco-friendly sunglasses, made from Z-Resin, a bio-based substance derived from the castor plant. The company will showcase its MyFit Technology sunglasses fitting system that customizes the glasses to all facial structures. The summer tour program plans to hit 12 major outdoor lifestyle events and visit retail and distributor partners in between those stops.
The 15-foot trailer is wrapped in black with Zeal’s graphics and the slogan, “Follow Us” on the side. It’s pulled by a branded SUV, and at tour stops, the trailer unfolds to reveal the doors and a marquee on top that features Zeal’s logo and tagline, “Movement at the Speed of Life.” During tour stops, the brand pumps music from the trailer in order to attract passersby. As consumers stop to investigate, brand ambassadors approach to tell them about the brand message and story, and invite them inside. Entering the trailer, the consumer steps into a casual environment where he or she can hang out for a bit and get a taste of the brand’s personality. Inside, Zeal has placed iPad and Mac Mini stations, where visitors can scroll through information about products. On one wall is a magnetic interactive world map where Zeal invites consumers to place a branded magnet on their home cities. Finally, there is a broad display of the sunglasses where brand ambassadors can demonstrate the MyFit system and help consumers buy the pair they like best, either right on board the vehicle or with the help of a local retail partner. Of the 50,000 consumers already touched by the brand, about 1,000 have gone ahead and done so, Zeal says. Check out Zeal’s activation at the USSA Grand Prix Copper Mountain here: http://youtu.be/aAUcvUVmNfY
“We’re trying to create a brand presence that drives the consumers in to take a look at our vehicle, which is a flagship introduction of the brand to consumers,” Joe Prebich, director-marketing at Zeal Optics, told Buzz. “Our goal is to get people excited about the brand and put our product in their hands while giving them a great experience.” Vehicle design: CGS Premier, New Berlin, WI.