Transitions Optical has launched a new advertising campaign ‘Live the Good Light’, with a focus on attracting and engaging a younger generation of single-vision wearers to the photochromic lens category.
To support the campaign, the company is giving eye care professionals opportunities to win a Mini Cooper Convertible as well as prizes for the winner’s practice owner that include a AU$2,000 Visa Gift Card and 10 Coles Group & Myer Gift Cards each to the value of $50.
Transitions Optical General Manager Asia-Pacific, Stuart Cannon, says the new campaign is designed to inspire a younger generation of glasses wearers.
“Our new advertising asks wearers to Live the Good Light by trading-in their clear lenses for Transitions every day lenses, that seamlessly adapt to the perfect tint in any light indoors or outdoors.
“It’s upbeat, stylish and forward-thinking. It demonstrates the combination of science and style behind Transitions lenses and communicates how the lenses provide seamless comfort and protection from UV rays and harmful blue light.
“We’re excited about this new direction to appeal to younger glasses wearers, and wanted to provide eye care professionals with the chance to also be inspired with some great incentives,” said Mr. Cannon.
Digital Focus
The new-look campaign is being advertised through popular digital platforms which are highly visited and used by younger audiences, such as, Google, YouTube, News.com.au, Sydney Morning Herald, The Age, Ninemsn, Yahoo!7, Mamamia, and The Guardian.
Whereas Transitions Optical’s previous focus was on a ‘through the lens’ experience, the new campaign gives viewers an ‘into the lens’ experience with materials that capture a diverse group of wearers enjoying the benefits of the lenses and their experiences with them.
“By taking a new approach and focusing on wearers and their experience with Transitions lenses, we are able to create an emotional connection with viewers of all ages while still communicating the key benefits of our product,” said Mr. Cannon.
An entry into the competition can be made for every order of Transitions everyday lenses (Signature, XTRActive, Vantage).
Transitions will promote the Live the Good Light campaign and Mini Cooper giveaway at ODMA 2017.
Enter at www.transitions.com/win-a-mini between 1 May and 31 August.
