Eye-opening creative that challenges perceptions
Essilor’s integrated campaign drives Canadians to get an eye exam
Through nationwide research, we discovered that more and more Canadians were opting out of regular vision check-ups. Instead of consulting the experts, they were relying on the internet to diagnose and monitor their eye health.
To raise awareness around the importance of getting regular eye exams, we developed a fully integrated bilingual campaign for Essilor Canada with a tongue-in-cheek strategy to demonstrate how ridiculous it is to trust anyone but an eye care professional (ECP). We created the Eye Guy, a fictional “expert” who baited consumers into trying ridiculous eye exercises before sharply switching our narrative to encourage Canadians to book an eye exam.
Kicking off on World Sight Day, we knew we needed to rely heavily on digital channels to reach our connected Canadian audience. We used a hero video, digital out-of-home ads, paid social, digital display ads, search advertising and PR to drive consumers to a microsite where they could find an ECP near them to book an appointment.
Our campaign drove a 3.2% lift in the number of Canadians who visited an ECP, with one-third of our audience doing so within a week of exposure to the campaign. We also secured 249M impressions and generated 216K visits to the microsite, with 67% of web sessions resulting in users searching for an ECP.
Essilor’s integrated campaign drives Canadians to get an eye exam
Through nationwide research, we discovered that more and more Canadians were opting out of regular vision check-ups. Instead of consulting the experts, they were relying on the internet to diagnose and monitor their eye health.
To raise awareness around the importance of getting regular eye exams, we developed a fully integrated bilingual campaign for Essilor Canada with a tongue-in-cheek strategy to demonstrate how ridiculous it is to trust anyone but an eye care professional (ECP). We created the Eye Guy, a fictional “expert” who baited consumers into trying ridiculous eye exercises before sharply switching our narrative to encourage Canadians to book an eye exam.
Kicking off on World Sight Day, we knew we needed to rely heavily on digital channels to reach our connected Canadian audience. We used a hero video, digital out-of-home ads, paid social, digital display ads, search advertising and PR to drive consumers to a microsite where they could find an ECP near them to book an appointment.
Our campaign drove a 3.2% lift in the number of Canadians who visited an ECP, with one-third of our audience doing so within a week of exposure to the campaign. We also secured 249M impressions and generated 216K visits to the microsite, with 67% of web sessions resulting in users searching for an ECP.
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