Essilor is turning to Australian national television to promote its new Varilux XR Series – the brand’s first eye-responsive progressive lens* powered by behavioural artificial intelligence.
The campaign, which will also be communicated via digital and out of home (OOH) advertising, is designed to raise awareness of the benefits of Varilux XR Series and drive patients to their local optometrist to ask it.
this media campaign is a strong commitment to raise awareness… and support the leading eye care professionals in our industry
“A new generation of Varilux always sets new standards in the market, and this media campaign is a strong commitment to raise awareness about the superior Varilux performance and support the leading eye care professionals in our industry,” said Marco Caccini, GM ANZ Professional Solutions, EssilorLuxottica.
“The new Varilux XR and the media investment represent a great opportunity for the accredited practices to drive traffic and achieve the highest patient satisfaction,” he added.
The campaign highlights Varilux XR Series technology – described by EssilorLuxottica as “the progressive lens of the future powered by behavioural artificial intelligence (AI)” and the benefits that this brings to progressive eye wearers, from instantly sharp vision when moving** to seamless transitions from near to far.
Two Month Campaign
The campaign to promote the Varilux XR Series will go live on 11 September, immediately after the O=Mega23 trade show, enabling optometrists to discover the lens series and its personalisation protocols beforehand.
The campaign run through September and October, across TV and TV on demand nationwide with a focus on both cities and regional areas.
Additionally, a dedicated social media plan (Facebook, Instagram and YouTube) will drive patient engagement while OOH investment will ensure awareness in busy high traffic areas, complemented by in store execution in key locations to maximise in store visibility.
The campaign is supported by face-to-face and online training programs for Essilor partners.
* Eye-responsive defined as the consideration of the two parameters in the design of the progressive lens prescription and common visual behaviour based on Essilor data analysis and R&D simulations.
** As reported in Varilux XR series – in-life consumer study – Eurosyn – 2022 – France (n=73 progressive lens wearers).