The new ‘Live a Life Less Squinty’ campaign from Transitions Optical will hit billboards around Australia and New Zealand from early October.
New artwork and point of sale marketing materials for has been developed for eye care retailers to not only promote the product, but help practitioners refresh their stores while educating patrons.
The ‘Live a life less Squinty’ campaign is aimed at providing patients with a comfortable and convenient solution to squinting.
Inspired by feedback from eye care professionals after the first round of the ‘Squinty’ campaign earlier this year, the refreshed creative will be across massive billboards, bus stop shelters and telephone boxes next month across the Tasman.
Ask your optometrist about Transitions adaptive lenses
“We asked for and listened to the industry’s feedback. As a result, the new artwork features different talent, and has two people to really get the message across. One person is wearing clear lenses and is squinting in the sunlight and the other is cool and comfortable in their Transitions lenses,” the company’s Marketing Manager for Australia and New Zealand, Kate Mulcahy, said.
“Preliminary feedback about the second stage has been very positive. We’ve heard that it appeals to all ages and the tandem images of problem and solution are successful in communicating the message,” Ms. Mulcahy added.
The Transitions logo in outdoor advertising will now include the qualifier “Adaptive lenses” and will read: “‘Ask your optometrist about Transitions adaptive lenses”.
“With only three seconds to get a message across in outdoor advertising we want to be as clear and simple as possible. Using the generic term ‘optometrist’ to mean optical store should be effective and efficient in driving patients in store,” Ms. Mulcahy said.
With an overwhelming response from practices during the first round of ‘Squinty’, Transitions Optical is looking forward to introducing its new range of point-of-sale marketing materials including ‘Live a life less Squinty’ counter cards, mirror stickers, patient mailers and Transitions personal tip cards.
Patients and eye care professionals are invited to see the effects of squinting at www.lesssquinty.com.
Eye care professionals can contact your Transitions Account Manager to order point-of-sale marketing materials, including existing window displays and reading cards.