Essilor has announced a major media investment to drive awareness for its new Varilux XR Series lens.
The company says its lens is the first eye-responsive progressive lens powered by behavioural artificial intelligence, with predictive modelling used to recognise and adapt to consumer eye movement.
The campaign features across Australian national television, digital and out -of-home (OOH) advertising platforms to inform consumers of the benefits of the Varilux XR Series and direct them to their eyecare professional for questions regarding the series.
“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 eyecare professionals in our industry,” said Mr Marco Caccini, general manager of ANZ professional solutions at 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.”
The product, launched in the Australian market in July 2023, will feature in TV campaigns in September and October, with a focus on urban and regional locations.
TV campaigns are complemented by social media (Facebook, Instagram and YouTube) strategies, OOH investment in high traffic areas and store execution to maximise product visibility.
The campaign is supported by face-to-face and online training programs specifically tailored for the local, personalised and clinically focused services offered by Essilor partners.
More reading
Varilux XR series: Essilor’s first eye-responsive progressive lens powered by AI
New four-year data for Essilor Stellest lens
