Optrex Actimist has kicked off a huge AU$3.5 million consumer advertising campaign to promote the importance of eye care during the spring allergy season.
The campaign, which runs across various media channels including commercial TV, trade, digital and in-store, aims to drive Australians in-store to seek eye care advice and product recommendation from their local optometrist.
Pim Bolyn, Brand Manager at RB (Reckitt Benckiser), said spring is the perfect time for a campaign of this nature. “The arrival of the warmer weather brings with it a host of environmental factors that for many people can mean dry and irritated eyes. In approximately 80 per cent of dry eye cases this is as a result of disturbance to the lipid layer of the tear film,” he said.
“The Optrex Actimist consumer advertising campaign presents optometrists with a great opportunity to proactively educate and engage people – both current and prospective patients on dry eye.
The campaign, which runs across various media channels including commercial TV, trade, digital and in-store, aims to drive Australians in-store to seek eye care advice and product recommendation from their local optometrist…
“With availability at optometry practices being placed at the forefront of the advertising campaign, this provides an unprecedented opportunity for practices to leverage growth in their retail business and increase in-store traffic”, said Alan Dras of Eyelogic, the exclusive distributors of Optrex Actimist for the retail optometry market.
“This has the added benefit of providing an excellent opportunity to start a new client relationship.
“Given the ongoing challenges facing optometry practices in a highly competitive and fragmented market, the potential to gain invaluable customer exposure via this major national campaign is enormous,” he added.
No Need to Send Customers to Pharmacy
Dom Willson, independent optometrist at Market Town Optical in Newcastle who recently started stocking Optrex Actimist said he no longer needed to direct customers to the pharmacy when approached about the brand.
“I just think stocking it was a ‘no-brainer’. I received multiple enquiries even before this campaign and was forced to direct them to the nearest pharmacy as I had no viable alternative. It is an innovative and highly effective product, so it is no wonder people are interested,” he said.
“Now when new customers ask about the product, not only can we provide it, but we can engage them in discussion about their dry eye issues and further address any other visual concerns that they may have. This has the additional benefit of providing an excellent opportunity to start a new client relationship.”
Samples and Collateral Available
Optrex distributor EYELogic will provide Optrex Actimist samples and branded collateral to optometry practices by request, with products including counter units, posters and wobblers as optional displays.
Contact: (AUS) 02 9371 8884 or use the self-service online portal at www.eyelogic.com.au.
For more Optrex product information, visit www.rbhealthhub.com.au/spray