Essilor is looking to support the independent sector and strengthen the Crizal UV brand through a £2m consumer awareness campaign to drive footfall into independent practices.
The highlight of the campaign is a four month long sponsorship of ITV weather with 20 second endorsement slots either side of the national forecasts in England, Wales and Northern Ireland starting on February 1. Viewers is Scotland will see Crizal UV sponsorship on Channel 4 March and Irish viewer on RTE.
Head of marketing, Jonathan Cohen, said the tagline for the campaign would be Crizal UV protective lenses and would feature three characters; a lollipop lady, a farmer and firefighter. The TV slots will look at three features of the lenses; UV protection, glare protection and scratch resistance. 'We want to express the feeling of carefree living, that you can do whatever you want with your lenses and just get on with your life.'
Cohen said the rules surrounding weather sponsorship are quite tight and the 15 second slot before and the five second slot after the forecast would seek to raise awareness but could not be overly commercial. He hoped the next step consumers would take would be to Google Crizal to find out more. Essilor has revamped its website to pick up on that activity and put consumers in direct contact with their local independent practice stocking Essilor lenses.
To help practices maximise the campaign Essilor has produced a campaign box with training videos and support materials. Essilor is also supporting an offer which will enable practices to purchase a second pair of Crizal lenses in the same prescription at a 50 per cent discount which it is hoping practices will pass directly on to patients. Point of sale materials will include the ITV logo which has proven popular with customers.
Essilor UK managing director, Mike Kirkley said the campaign was about Essilor being a partner to independent practices. It would educate the consumer about what is available in lenses and drive footfall, he said. 'We know customers are interested in frames, this is about educating the consumer about what a lens does. It's a direct message to consumers which will create a lot of awareness in a lot of living rooms. Consumers will go to their optician and ask for Crizal lenses.'
Essilor recently held a webinar with 30 of its best customers, at which feedback was positive, it intends to hold at least two more with groups of 100-150- clients and host a launch event on February 5. Once the sponsorship has run its course awareness of the Crizal brand will be assessed.
'It's a win, win, win for everyone,' said Cohen. The practices and Essilor will benefit and more consumers will have the opportunity to wear better performing lenses.
Visitors to Optrafair (April 18-20) will have the opportunity to present the weather forecast from the Essilor stand. The firm is also planning a surprise visit from a celebrity weather forecaster.