Eye care brand Optrex aims to drive consumers into optometry practices with a nation-wide AU$6 million dollar advertising campaign to promote Optrex ActiMist.
The campaign, entitled “Bring Your Eyes to Life”, runs until 12 April 2015 and highlights how modern lifestyles contribute to eye irritation and discomfort, as well as encouraging Australians to actively care
for their eyes.
To support the campaign, Optrex distributor EYELogic is providing Optrex ActiMist branded in-store collateral, which includes posters, wobblers, shelf stripping and cubes for optometry practices wishing to capitalise on the consumer advertising campaign.
“The current Optrex ActiMist consumer campaign aims to bring current or potential customers into their local optometry practice to find out how to care for their eyes. Proactively engaging people on eye care… will ultimately help optometrists drive sales,” said Pim Bolyn, Optrex brand manager, RB.
The national campaign was launched at last month’s Southern Regional Congress (SRC). As the lead sponsor of SRC, Optrex had a significant presence on the exhibition floor with representatives on hand to inform delegates about the features of Optrex ActiMist and how it works.
Delegates were also invited to test their eyes and challenge their colleagues in the Optrex ‘eye-Olympics’ event. Activities included viewing Magic Eye 3D images, Spot the Difference competitions and limbering up their eyes for the long days ahead with some eye exercises.
Unique to the Optrex stand was a live Instagram printer. Any digital image taken at the SRC conference with #optrex4eyes, printed automatically at the stand for collection.
Mr. Bolyn said SRC presented a valuable opportunity to build relationships with eye health professionals.
“This is the second year Optrex has attended SRC. The conference provides us a fantastic opportunity to talk to optometrists face-to-face and gain a better insight into the challenges they face in their practices each day,” he said.
“With the support of wholesale distributor EYELogic, optometry practices have become an important and valuable partner for delivering the Optrex ActiMist range to the large number of Australians with mild to moderate dry eye.”