National cinnamon bun day is one of the great highlights of the year in Sweden. And the fight for customers is getting tougher. While most competitors invest in the hype of influencers, Sweden's largest convenience store Pressbyrån, moves in another eye-catching direction - introducing the world's first Eyefluencers.

Specially designed contact lenses with a cinnamon bun motif and an appealing price are the heart of the campaign. Lenses which will be worn by Pressbyrån´s employees in-store and make a sudden impact on the customers. By marketing products directly in the eyes of the employees, Pressbyrån has not only created a whole new media channel but also introduced a new concept into the world of marketing: E2E (eye to eye) marketing. The campaign is supported by film, DOOH, social media, and in-store material. The agency behind this campaign is Åkestam Holst NoA.