'Don't wait till tomorrow, sight is a gift to be protected today'
Transitions Optical was the first company in the sector that last year encouraged and 'provoked' the optics market in a consumer-targeted television campaign reminding everyone that sight is a gift that can't be renounced and must be protected every day, without waiting for problems or serious ailments to arise.
To achieve this purpose, the campaign suggested, nothing could be better than photochromic lenses, which darken in sunlight and block out 100% of the damaging UVA and UVB rays, and the advice of professional opticians, the invaluable allies of eye health and wellbeing.
Transitions Optical was rewarded by its decision to launch this 'mass' campaign with increases in sales, increased brand awareness, and consumer approval. A series of positive factors oriented the Company toward repeating the campaign in March and again this month, but with a new, primetime spot on the Mediaset networks.
Inspired by the 'morning' theme created by Saatchi & Saatchi New York, directed by Derlin Seale and filmed in Australia, the new campaign shows two protagonists, Jessie and James, confidently coping with changes in weather and environment throughout the day, because they are effectively protected by Transitions photochromic lenses. Light, dark, fast, the lenses rapidly adjust to all light conditions to guarantee constant vision protection and wellbeing.
With the new spot, Transitions reconfirms its commitment not only to support the professional market, but also to create awareness in consumers of all ages.
'After the spring edition, the figures and the approval of consumers and sector professionals gave us the greatest encouragement to continue with the TV commercial', stated Alessandro Borzino, Transitions Optical Business Director of the Mediterranean Area.
'The spot has different creative settings and new protagonists, but our message is as clear and strong as before: 'sight is a valuable gift that cannot be renounced, don't wait till tomorrow, effective solutions for protecting and defending it, like photochromic lenses, are available now'.
The data show that the road taken by Transitions Optical is going in the right direction and that the market has considerable potential.
Telephone research carried out in March (after the first flight) on a sample of 1000 users in the 18-64 age group (with 44% who habitually wear glasses) showed that no less than 43% spontaneously remembered a recent campaign on sight protection and 5% remembered the Transitions brand; brand recall increased from 8 to 19%, more that twice that of the previous campaign; a good 39% of the interviewees stated that they wanted to find out more about Transitions lenses from their optician, 3% identified Transitions as one of the lens brands most used by eyewear producers, and 19% placed this brand among the vision-market leaders. A significant number of interviewees also had good recall of the main benefits of Transitions lenses, i.e. the ability to adapt to different light conditions by darkening automatically in sunlight and returning just as rapidly to the light state indoors.
