OPSM has today penned a new chapter in its history with the launch of a new branding and advertising campaign for Australia and New Zealand.
The new ‘Eye Love’ campaign is stylish, beautiful and fun. It presents a simple uncluttered message, with clean imagery and iconic symbols, with an aim to “change the way people think about vision care and sight”.
OPSM, founded in 1932, is the largest retailer of eyewear in Australia and New Zealand with 350 outlets. Over the past 75 years, OPSM says it “has grown to help almost one million people in Australia and New Zealand see better each year, driven by a love of providing a great experience in eye care.”
The new ‘OPSM Loves Eyes’ brand and ad campaign was developed for the Australasian market by an advertising agency based in San Francisco called Cutwater.
The campaign celebrates ‘Eye Love’ by portraying people in everyday settings “seeing what they love, and loving what they see”
The campaign celebrates ‘Eye Love’ by portraying people in everyday settings “seeing what they love, and loving what they see”.
“OPSM cares for the vision needs of hundreds of people every day-it’s more than just selling glasses, its caring for the people behind them,” says Melinda Spencer, Vice President of Marketing for Luxottica, OPSM’s parent company. “With that in mind, we decided to revaluate our brand story and reconnect with who we truly are as a brand.”
“The new brand story reminds our customers of the core values that OPSM has held since the launch of the brand. At OPSM, we care about more than just selling glasses. Care, service and quality really underpin everything that happens in our stores and this brand story really brings to life the passion and care of OPSM staff,” says Ms. Spencer.
The media strategy was developed and implemented by Carat Australia and includes TV, digital and magazine advertising, as well as large format outdoor advertising around the country and street furniture in Sydney and Melbourne.
OPSM has 350 optical retail outlets in Australia and New Zealand with locations in Hong Kong, Singapore, and Malaysia. OPSM was acquired in 2003 by the Italian based Luxottica Group, the world’s largest eyewear retailer with 6,250 optical and sun retail outlets in 130 countries.
The new ‘OPSM Loves Eyes’ can be seen from today, Monday 20 September. To view the ‘Eye Love’ campaign click here.