Optrex
The challenge
People may be familiar with the Optrex brand but are not always sure when the different products should be used. So we were tasked with educating customers on the condition of ‘Dry Eyes’ and supporting the launch of the new Optrex ‘Dry Eyes’ range..
The response
We created ‘Moistureyes’, a campaign to build awareness and engage customers via relevant channels of communication.
In-store activity was developed and implemented across 52 leading Boots stores. A team of staff was trained to create a dialogue with customers, introducing and educating them on the condition of dry eyes, the brand and the benefits. Brand interaction was encouraged via a ‘feel the difference’ test where product was placed on the back of the customers’ hands.
Branded counter units and banner stands communicated key messaging in-store, with product literature and a ‘money off’ coupon to encourage immediate purchase. A competition mechanic was incorporated which could be entered in store, by post or via a specially designed website.
Optrex forged partnerships with AOL, Handbag.com and ivillage.co.uk, for whom we developed a series of flash advertising, advertorials, quizzes and ‘eye illusions’ aimed at reaching people on a more personal level, making the brand more relevant to them and their every day lives.
<< Back
|
|
|
|
