Essilor has launched the second Essilor See More Do More advertising campaign, which aims to raise awareness and educate consumers about the range of lens technologies available to meet their lifestyle needs, and encourage them to visit their local optometrist.
The campaign describes all of Essilor’s flagship products including Varilux, Eyezen and Crizal as the “No. 1 in Spectacle Lenses worldwide”.
Key Categories Growing Across A Resilient Sector
The eye care market rebounded strongly following COVID-19 lockdowns throughout 2020, with strong growth in a number of segments such as eye fatigue and blue light stimulated by lifestyle changes during the pandemic.
Pierre Longerna, Essilor’s Chief Executive Officer for Australia and New Zealand, said the market has changed since the start of COVID.
The See More. Do More. advertising campaign runs from 1 May 2021 across Australia and New Zealand
“The optical industry has been very fast to rebound after COVID and this is a key reminder that vision care is an essential service. We have also learnt that new COVID behaviours, such as spending more time indoors and in front of screens, does increase demand for more sophisticated, innovative products with enhanced benefits such as activity based lenses, blue light filtering and multi pairs,” said Mr Longerna.
Essilor says its investment in the See More Do More campaign demonstrates its commitment to the sector and willingness to support growth and innovation, particularly with independent optometrists and their focus on vision care.
Driving Growth of Independent Practices
The national campaign includes extensive outdoor advertising across street furniture and retail locations along with a strong digital presence on video, display and social channels. It is supported by a multi-pair promotion offer, together with in-store and merchandising materials the company’s customers can leverage in their practices.
Tara McCabe, Director, Business Partnerships and Marketing, said comprehensive advertising, marketing and public relations initiatives supporting Essilor’s products will encourage consumers to visit their local optometrist.
Ms McCabe said “We have been focused on supporting our customers during and post COVID-19. This is campaign is another initiative to support independent practices as they navigate their recovery. Our approach is to partner with our customers and to work together, drive growth and strengthen the vision care sector.”
The See More. Do More. advertising campaign runs from 1 May 2021 across Australia and New Zealand.