Lens firm Essilor last week updated independent practitioners on its new campaign to drive awareness and sales of Crizal UV protective lenses. Joe Ayling reports on how the multi-million pound investment could pay dividends for its high street partners
Independent optical practices have a partner in Essilor determined to help compete with the marketing prowess of multiples and engage with patients at an everyday level.
The French lens company confirmed a new deal to become the sponsor of ITV Weather last month (News 23.01.15). It represented a £2m consumer awareness campaign to strengthen the brand – with 15 million people viewing the advert during its first week on air.
Essilor last week invited eye care professionals to the Royal Garden Hotel, London to launch the new campaign and discuss key themes in modern-day branding and retail.
Mike Kirkley, managing director of Essilor UK, said he wanted the new campaign to give independents more of a presence, differentiate them in local towns and drive footfall. ‘Today we make a massive step forward with £2m invested to drive footfall to independent optical stores. We are committed now to a brand strategy focusing on the end consumer.’
The new adverts featured a fireman, lollipop lady and farmer working in extreme conditions in the Crizal UV lens. Essilor wants to promote both the UV and blue light messages through the new campaign, which will be integrated across TV, PR, print and digital mediums. While the technical properties of the lenses were not prominent, it was hoped interested viewers would search the internet to find out more about the lens.
A promotion between March and May will enable ECPs to offer patients a complimentary second pair of Crizal UV lenses. Practitioners have also been invited to participate in consumer campaign refresher courses organised by Essilor.
Jonathan Cohen, Essilor marketing manager, told how the campaign followed six months of behind-the-scenes planning. He said: ‘Our sponsorship of ITV Weather is the start of a long journey. What we have seen on ITV is just the tip of the iceberg.’
Indeed, it was announced at the event that Crizal Forte UV lenses had also been approved by the Good Housekeeping Institute, meaning it can use the logo in further advertising. Essilor’s goal is to build the Crizal brand in a bid to accelerate the UV category at a time of continuing price competition from many of the larger multiples.
‘The only thing we are hearing is cheap, cheap, cheap and price, price, price and we want to change that landscape,’ added Cohen. ‘We are a business so we want generic growth. But we want to help you [independents] generate generic growth for your business too.’
Using the David and Goliath metaphor, Cohen went onto say a recent Mintel survey had praised multiples for offering good value and having strong reputations. However, he said there was a gap in the market for more innovation and engagement, which Essilor and independents needed to fill.
In a question and answer session, representatives were asked whether the Essilor brand itself could be used to spearhead campaigns, rather than key products such as Crizal, Varilux and Transitions.
Rob Wescott of advertising agency McCann said: ‘I definitely think this is a journey we want to go on, but at this early stage there is a chance that if you throw three balls at someone they’ll catch none of them.’
Cohen said that from a practical point of view the ITV Weather slot was only a short window and so to co-advertise Essilor would have been confusing for the end user at this point – but this was in the longer-term plan. Kirkley added: ‘It’ll happen – put it that way.’
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