Transitions Optical, Inc., introduced a new global communication campaign – Life Well Lit – to help convey to consumers the practical and emotional benefits of Transitions lenses.
Making an analogy to the simple functionality of a dimmer switch, new advertising creative will educate consumers on the ability of superior light management to enhance how they see the world, helping them enjoy a richer and more vibrant visual experience. Ads and marketing materials will emphasize that it’s not just about light and dark–it’s about everything in between.
“Our research firm reported that consumers found the ad more persuasive than 94 percent of all the ads it tests for blue chip companies across the country,” says Sherianne James, director, North American Marketing, Transitions Optical. “The ad created an ‘ah-ha’ moment for viewers, who reported a greater understanding of how Transitions lenses work to enhance vision. With these types of results, we’re anticipating even stronger consumer demand, driving more people to their eyecare professionals.”
Robust Advertising Campaign Aligned with Seeing Life Well Lit
Transitions Optical will reach consumers through new print, television and online advertisements–generating 2.2 billion impressions. Advertising outlets and methods were carefully selected to align with Transitions Optical’s research on the interests of consumers likely to wear Transitions lenses. “We’ve made an investment in learning more about the consumer, to have a good understanding of what patients want and how to reach them,” said James. “Our choices on where and how to advertise reflect that deep understanding of the audiences most receptive to our message–so that we can concentrate our spending where it is most beneficial to the eyecare professional.”
Television ads will appear heavily on local early morning programming and high-profile, national cable television networks in the US, including CNN, USA and The Weather Channel. Custom video vignettes will also be created and featured on the Food Network, BBC America and National Geographic Channel Nat Geo WILD. Transitions Optical is planning several corresponding consumer promotions that provide opportunities for online interaction, which eyecare professionals can promote through their own marketing efforts as a way to build engagement with current and potential patients.
Print advertisements will appear in eight high-profile publications, including National Geographic, Travel & Leisure, Prevention, Popular Science, Bon Appetit, Southern Living, Midwest Living and Reader’s Digest.
Transitions Optical will also continue reaching multicultural populations, including the growing Hispanic market, though advertising in both English and Spanish, and through unique sponsorships and consumer promotions featured on nuvoTV, Fox Deportes and Nat Geo mundo.
Advertisements will drive consumers to SeeMoreSights.com, as well as to visit their local eyecare professional to ask for demonstrations and learn more about Transitions lenses.
In addition to advertising, the campaign will encompass public relations, social media, events and sponsorships, as well as industry education.
Eyecare professionals can look for updated point-of-sale materials and dispensing tools to complement the Life Well Lit campaign. New materials will feature rich imagery. Clear, crisp images will be prominently featured, reflecting what consumers see when they wear Transitions lenses.
Eyecare professionals can order new materials and tools through Transitions Optical customer service at (800) 848-1506.