France: Essilor campaign dedicated to the longsighted

Essilor has launched in France a communication campaign for Varilux lenses, which aims at reaching the 700 thousand people who join the longsighted 'population' every year.

To do this, they have programmed a campaign which includes three initiatives:
- a toll-free number for answering consumers' questions about presbyopia;
- radio spots in October and TV spots in November;
- a competition at opticians' stores; until end December the prizes are trips to St Petersburg and Bilbao.

The spots, which will be broadcast over 650 times by the main French stations, aim at overcoming longsighted people's reservations about wearing glasses and at explaining such concepts as vision quality, side vision, the quality and genuineness of Varilux lenses.

(Source: Acuité)