Participating optometrists received local PR and press advertising support; in-store promotional loop videos; Point of Sale; signage, decals and shop dressing; a digital promotion with a $50 consumer voucher for Crizal UV coating; co-funded leaflet distribution and direct mailing; and comprehensive product training. Print advertising and a TVC in the campaign’s final two weeks added further support.
Gold Coast independent optometrist Andrew Bowden said the resources and staff training provided by Essilor enabled his practice to leverage the campaign. He reported growth in general sales and the sale of Crizal UV during the period and appeared in a Channel 7 news broadcast, speaking on the ill-effects of UV rays during the winter months. Essilor plans to roll out similar localised campaigns in other regions across Australia.
