Love Your Eyes

Background

The Opticians Council of Canada was concerned about the public’s lack of awareness when it came to the role and value of a Licensed Optician. The task was to educate the public on the added value a Licensed Optician brings to the vision care industry.

Idea

The goal was to educate the public about Licensed Opticians, so what better way than to bring them into stores where they can receive first-hand experience the expertise and value Licensed Opticians provide? The idea was to create an interactive event that engaged traffic and redirected people to local optical stores in their area. Mall pedestrians in cities throughout Canada were given the opportunity to watch and participate in fun educational videos about Licensed Opticians. If they participated, they received a “Love Your Eyes” gift package with a multitude of items that helped them take care of their eyes and eyewear. Within the gift package, the biggest prize of all came from small and large optical stores all across Canada. These stores provided a $100 gift certificate within each gift package which was redeemable for eyewear at a local optical store of their choice.

Results

In addition to providing the public with the opportunity to talk directly with Licensed Opticians about their vision care needs, the campaign exceeded all major measurements goals within the first 2 weeks. The campaign gave away over $240,000 worth of “Love Your Eyes” gift certificates, with a minimum of 350 interactive video participants per day. There was a daily traffic increase of 600% to the www.licensedoptician.ca website, as well as over 7600 entries into the national online contest. Also, there was a 900% daily average reach increase on Facebook The "Love Your Eyes" interactive campaign will likely continue touring across Canada in order to maximize opportunities and grow brand awareness.