Dreaming up ways for the public to take more notice of their eye health and draw attention to the importance of regular check-ups can be difficult in the information and social media saturated optics industry, but Essilor’s ‘Think About Your Eyes’ campaign was so successful that the Bristol-based lens giant won the newly created Campaign of the Year Award.
‘Think About Your Eyes’ had two separate campaigns launched in the summer and winter months which garnered extensive coverage across the national newspapers and radio, with plenty of celebrity support, too.
‘As industry professionals we know an eye examination isn’t just about checking the prescription. It’s about eye health and general health,’ says Tracy Burden, Essilor’s marketing growth manager. ‘But consumers are still either totally unaware or naïve about the consequences of ignoring a routine eye exam and we wanted to do something a little different to get people’s attention.’
In July 2013, Essilor launched its first national consumer PR campaign, ‘JUL-EYE’ which earned it national recognition shortly afterwards with Chris Evans drawing attention to it on his Radio 2 Breakfast Show and volunteers educating the crowds at Wimbledon and the Ashes in Nottingham about the dangers of UV rays.
Part of JUL-EYE’s nation-wide achievements lay behind its measurable components. On Essilor’s new campaign website, www.thinkaboutyoureyes.co.uk, 2,000 potential patients used the ‘independent optician finder’ and mentions of the campaign regularly appeared in national newspapers and magazines.
‘It proved to be a great success’ says Burden, ‘It created over 200 million opportunities to see the campaign and we worked with our customers to run a ‘Best Dressed Window’ competition which helped engage all of the practices. I also think it was the use of hard-hitting but positive stories included in the national media which also made people think a little bit more about their eye health. For example, a brain tumour spotted during a routine eye exam gives a strong but encouraging message.’
Following on from the success of JUL-EYE, Essilor then launched its second campaign which went live in November 2013. ‘Think About Your Eyes Driving’ encouraged drivers to get their eyes tested every two years to ensure their vision meets the legal standard of driving also ran concurrently with National Road Safety Week to inspire people to act.
‘We recruited Esso’s support and worked alongside independent opticians to offer on the spot vision screening tests at five regional Esso petrol stations as drivers were filling up their tanks. It was the first initiative of its kind in the UK,’ says Burden. ‘The results showed that nearly 20 per cent of drivers did not pass a basic standard of eye sight. They were then given advice on the importance of visiting an optician for a full eye exam.’
The campaign had an estimated reach of 44 million consumers and appeared on Radio 1 and in the Daily Express. There was also a 350 per cent spike in Twitter followers and celebrities also got behind the campaign to show their support.
The Essilor team who exhibited at Optrafair also attended the Awards evening. Commenting on the Awards, Burden says: ‘‘Of course we were surprised to win but we knew our campaign was good. It was very specific and dedicated to helping independent opticians grow their business and generate footfall. It was also very different to what has happened before.’
Has winning Campaign of the Year been useful in Essilor’s drive to educate the UK on eye health? ‘
‘It was such a positive experience to enter and see the highlights of our campaign. The best part is that it has given us the opportunity to talk to independent opticians about subsequent campaigns we’re working on. Also it was such an enjoyable evening!’
Campaign of the year award
Winner: Essilor
Shortlisted: Parley Optometrists; Buchanan Optometrists; UniVision Opticians: FODO Ireland and AOI