Eyes Envelope
Eyelevel Optometrists
Issue 9 | December 2008
Agency
Elvis Communications
Creative Team
Rick Kiesewetter – Copywriter; John Treacy – Art Director
Background
It’s hard to persuade people to get their eyes tested. Often, eyesight deteriorates slowly over time and the effects are barely noticeable. Many high street optometrists offer free eye tests as an incentive to purchase, but these places are cold and unfriendly. Elvis needed to differentiate Eyelevel from the bigger high street optometrist chains and get more people to return for an eye test. The challenge was customer retention.
Idea
With a limited budget, Elvis needed to get ‘under the radar’ of junk mail; to make an eye test notification that would actually get noticed. Their solution was to take an ordinary window envelope and add another window, visually mimicking the shape of a pair of glasses. With this simple duplication the piece acts as a potent reminder for customers to think about their eyes (without even opening the envelope), displays a bit of visual wit, and differentiates Eyelevel as a place where customers can develop a relationship.
Target audience
Existing customers.
Volume/size of campaign
1,000 mailings
Our Thoughts
The envelope is, in effect, a poster. You’ve got a second in which to attract attention or face the bin. So full marks for making the outer work harder so the inner has less to do. I love ideas like this, when the rules say there should only be one address window and someone has asked ‘why?’.