Transitions Optical has launched into the New Year with the release of its brand new Chromea7 lens technology, supported by a new campaign that includes television, digital advertising, public relations and practice point of sale.
The company’s Marketing and Retail Services Manager, Kerry Brock said the television commercial, which is running on prime time television, features a new ‘Modes’ campaign theme, Transitions Signature VII lenses and highlights the new Chromea7 technology, which makes the company’s lenses more responsive to UV in more situations.
Practices have been provided with access to live wearer testing insights which will maximise the opportunity to convert clear lens wearers to Transitions Signature VII lenses and serve as proof points to recommend with confidence.
“When tested, eight out of 10 clear lens wearers preferred Transitions Signature lenses over their regular clear lenses and 96 per cent of those tested were impressed with the indoor clarity,” said Ms. Brock, adding that the company’s research indicates that once converted, 94 per cent of patients become repeat purchasers of Transitions.
“The Transitions Signature campaign is a focused effort to raise consumer awareness and create desire for the Transitions brand and our newest lens technology. While the new “Modes” commercial specifically calls out Transitions Signature lenses, we will continue to emphasise the many choices our family of brands provides consumers.”
“Transitions Education and access to business insights, research and materials will ensure that all members within practices are armed with knowledge of Transitions products and photochromic lens technology,” she said adding that an App is soon to be introduced that will help eye care professionals demonstrate the product.
In 2014, Transitions Optical will also continue its children’s vision screening program for five to eight year olds that the company introduced to Australian schools in 2013. Visit www.eyedidntknowthat.com.au for more information and to show your support.
