The campaign, created by Haygarth, has a consumer focus that targets teenagers who wear glasses with the concept of trying contact lenses and a trade focus to help opticians communicate the benefits of contact lenses.
The consumer activity, launching at the beginning of July encompasses outdoor, in-store and an on-pack promotion to gain access to free cinema tickets through collecting on-pack codes.
The trade activity involves a three stage direct marketing campaign to opticians. It will start with a teaser mailing to raise the question of whether contact lenses are right for teenagers.
This is then followed by a film mailing that focuses on the benefits of the product, ‘See it through their eyes’ featuring testimonials from teenagers using contact lenses and eye care practitioners. Lastly, it will communicate the way the brand is supporting the trade and what in-store merchandising is available.
‘The creative has been designed to stand out from the raft of material opticians receive on a daily basis,’ says Martin Steel, creative director at Haygarth. “The consumer execution is then designed to appeal to the teenage market using fresh, interesting images and an attractive offer of cinema tickets.”