Essilor has launched a new media campaign for its Varilux XR series brand which kicked off with a four-week radio advert on October 21.
The advert is projected to reach audiences across local and regional commercial radio stations nationwide, with up to 100 million impressions.
The campaign informed listeners about the claimed instant sharpness offered by the Varilux XR series, encouraging them to visit their local independent opticians to try the lens.
Essilor also targeted the digital landscape with a video commercial and display adverts across Facebook, Instagram and Netflix from November 4 until December 2, expected to achieve 88 million views.
Alan Pitcher, commercial director for wholesale lenses at EssilorLuxottica, said: ‘Given Varilux XR series is our most high-tech varifocal lens, we wanted to shout about it from the rooftops on air.
‘And in doing so, underline our ongoing support for Eye Care Professionals by helping to drive footfall to their practices,’ he continued.
