Localised lens campaign delivers practice growth

The eight-week campaign incorporated television, print and online advertising on the Gold Coast, local PR activities, in-store promotion and a $50 voucher for Crizal UV.
The focus of consumer campaign communications was to increase awareness of Crizal UV, the only Cancer Council Australia-endorsed lens for offering advanced protection against damaging UV light. However, all Essilor hard multi-coats experienced growth during the campaign period.
In the campaign’s final two weeks, the Crizal UV television commercial was aired on channels 7 and 10 with a projected audience of 346,000.
Print advertising on the Gold Coast delivered readership of over 263,000, while Google and Facebook advertising resulted in an 80-per-cent increase in Queensland-based visitors to the Crizal UV website (www.crizalUV.com.au).
The PR efforts culminated in a feature story on Channel 7 News about the ill-effects of UV rays during the winter months. Andrew Bowden, optometrist at Envision Optical at four Gold Coast practices, was interviewed for the interest news story. There was also coverage in local and national newspapers and publications, social media and blogs.
Andrew Bowden commented: “The significant media investment on the local Gold Coast market by Essilor created an opportunity for us to piggy-back on a multitude of ready-to-go tools and marketing collateral. Staff received dedicated training to ensure they had the knowledge to explain and recommend the products to patients.
“As an independent business, the resources provided have been fantastic and have enabled me to leverage their support in running an effective local marketing campaign with minimum effort on our part.”
Similar localised campaigns for Crizal UV are planned to be rolled out in other regions across Australia in the coming months. For further information on upcoming localised campaigns, available from Essilor account managers or by ailing marketing@essilor.com.au.