Jean Walters, Eyecare Plus Bundoora.
Eyecare Plus said its new campaign promoting ‘locals caring for locals’ is proving promising, with an additional 1,000 appointments booked since it has aired.
The campaign is using ‘Catch-up TV’, or broadcaster video on demand (BVOD). BVOD is a web platform that makes free-to-air TV advertising available at competitive rates because the advertising audience can be targeted to specific postcodes or demographics.
The advertisement features real optometrists from the Eyecare Plus group, including Jean Walters (pictured) from Eyecare Plus Bundoora, in Melbourne.
“Sharing the cost of marketing is a key strategic advantage for (Eyecare Plus) and Catch-Up TV makes television advertising accessible for all our members,” said Chairman, Martin Gregory.
“This campaign has delivered great early results, and while it is impossible to measure precisely, we have seen an additional 1,000 appointments booked online since the start of the campaign, with over 500,000 completed views per month.”
He said the campaign was a brand building exercise that sought to reinforce the group’s ‘locals caring for locals’ positioning in the market.
“It is not a discount driven call to action campaign so we can expect the return on investment in our brand to grow through time,” said Mr Gregory.
