Australia has the highest incidence of skin cancer in the world and our awareness of skin cancer is among the highest in the world too. So why wouldn’t we have just as much concern for our eyes?
Consumer Television Campaign
Essilor’s major Crizal UV consumer awareness campaign has been launched and will run until the end of April 2016. The aim is to increase awareness of damage to eyes caused by UV and to encourage consumers into optometry practices for an eye test.
Digital promotions, 15’ and 30’ television commercials as well as television advertorials will run throughout the campaign.
Advertorials, including a live demo of UV being blocked by Crizal UV, are appearing on The Morning Show, Australia’s number one morning show, The Morning Show Weekends and on the news and entertainment show, The Daily Edition, weekdays at 2 p.m. on Channel 7.
TV commercials are being aired on Channel 7 before Weekend Sunrise, Sunday Night and popular TV shows including, My Kitchen Rules and The Big Bang Theory, as well as during selected films.
Additionally, Crizal UV has sponsored editorial on one of Australia’s largest and well-loved women’s websites, Mamamia.
Digital Focus
All Crizal UV advertising directs consumers to a new consumer website www.crizaluv.com.au with a strong call to action to find an optometrist and book an eye test directly with a chosen practice.
The four-months digital campaign, including Search Engine Marketing (SEM) and Search Engine Optimisation (SEO), is ensuring consumers search online for Crizal UV, Cancer Council lenses or related information, through Google or other popular search engines. Users are also directed to the Crizal UV website.
Trade Incentive
A trade incentive promotion is running in conjunction with the consumer campaign. Titled Mission: Protection – Protect & Collect this promotion aims to maximise the impact of the consumer campaign.
Supporting the Cancer Council
Crizal UV clear prescription lenses provide optimum protection from UV radiation and are endorsed by Cancer Council. Every purchase of Crizal UV includes a contribution to the Cancer Council and their vital work in research, education and patient support.
For more information, visit: www.crizaluv.com.au
