New multi-subject campaign for Ottica Avanzi

Beginning mid-April, the new multi-subject campaign by Ottica Avanzi features top-quality sunglasses and vision eyewear that will meet the needs of the most demanding customers at the best price. “Come out of the shade” is the payoff for the sunglasses, “Design for the wise” is the vision eyewear payoff.

“Now more than ever, consumers are looking for top-quality products but they’re also careful about cost”, said Ottica Avanzi marketing director Andrea Amedei. “This is why we have created a campaign that will put Ottica Avanzi across as being the only chain on the Italian optics scene that makes design and quality accessible for all and not just for the élite, with prices starting from 29 euro for sunglasses and from 49 euro for vision frames”.

The national campaign will launch the first two sun and vision lines with a highly competitive entry prices. A top-quality campaign with various subjects. “The creative strategy involves non-glossy tight close-ups photographed by the talented Pierpaolo Ferrari, who has photographed the great names of our times for Vogue” stated Andrea Ruggeri, creative director at Jack Blutharsky.

The new campaign will be on national radios and an outdoor campaign will appear in the main Italian cities in which Ottica Avanzi has its stores. The campaign was realised by Jack Blutharsky in collaboration with Ottica Avanzi manager Mariangela De Bonis. Media Italia handled the planning. The Italian launch of the Lightfly and Miki Ninn brands is supported by display positioning and by in-store marketing. Actions with promoters, stewards and free eye tests will be organized at the outlets in shopping malls to spread the promotional campaign among visitors and encourage customers to enter the outlets.