With the brand evil eye, premium eyewear brand Silhouette targets the sports eyewear market. Cooperation with athletes in a whole range of outdoor sports is a central pillar of the evil eye marketing activities. Innovative technology, uncompromising quality and perfect harmony of design, material and visual quality are the key to success in this market.
The company evil eye, based in Linz, Austria, has been developing and manufacturing high-performance sports eyewear for more than 26 years.
- Industry
- Retail
- Solution
- Websites
The task
An effective realignment of the evil eye microsite focusses the spotlight on the individual athlete personalities. At the same time, maximum conversion, means website visits resulting in sales, is required. This poses serious demands on the concept, challenging designers to stage athletes credibly and effectively while identifying the perfect spots for effective calls to action.
A great platform to offer relevant, tailored content to demanding customers.
Michael Bachmaier
The solution
This subsite works as a content “construction kit” - and its content as a stage for personalities: In order to channel a flood of widely diverse content in changing quantities into a lively, captivating, yet stylistically unified visual presentation, a "construction kit" was created. It controls the content management in a very variable and expandable, but still formally unified way.
The content choice consistently aims at providing a stage for athletes: The start page presents an overview of the evil eye athletes, combined with a "social wall" that integrates their social media postings.
Behind the start page are the athletes' individual pages. Both serve the overarching purpose of making the people behind the performance visible and tangible, offering glimpses behind the scenes, and step by step creating a platform for future conceptual steps beyond.
The implementation
Large-scale, vivid imagery in bright colors and very personal content trigger infectious emotion. Social media embedding, including Insta-Reels, creates additional fascination.
Different color worlds provide easy orientation: brand world and product staging appear in dark, high-contrast, intensively colored images, while all other content appears against a white background. Sophisticated, strategically positioned calls-to-action and interaction areas drive successful conversion.
A fantastic implementation of an exciting project. Thanks to Netural, we benefit from comprehensive visibility and can offer our athletes and ambassadors an optimal platform with a real-life product experience.
Susanna Kumpfmüller
The result
The solution is a real omni-channel masterpiece: It interlinks all online and social media channels, stages evil eye sports glasses in lively, demanding outdoor use, and creates an equally successful online shopping experience for brand manufacturers and end customers.
