We focused on a simple but valuable insight: spectacles get steamy in a hot and humid room. And created an online campaign around it: The Steamy Room.

Looking through a pair of glasses, you enter a steamy locker room full of sexy men or women. Immediately the glasses begin to fog up. By frantically polishing with the mouse cursor you can see glimpses of sexy nudies.

But you want to see more. Finally you end up in a sauna where you get an offer for a free trial of monthly and daily lenses. Funny e-cards were the perfect viral tool to generate users and nice scratch cards were distributed to generate traffic to the store and the site.

A contact lens is a corrective, cosmetic or therapeutic lens usually placed on the cornea of the eye to improve one's sight. It's an alternative for spectacles.