“Wellbeing at first sight” for Lookino
The furnishing of an outlet is a strategic element in the marketing mix for a communication campaign aimed at promoting a brand and a social message.
Lookkino, the eyewear brand for children, is well aware of this and in a recent operation called “Wellbeing at first sight”, supported by the presidency of the Council of Ministers, it has decided to speak to end-users through a collaboration with opticians and the personalization of outlets.
Running since end November, the educational campaign now involves over 500 Italian opticians who share the aims of Lookkino’s project and have enthusiastically taken part in it. The objective is to draw attention to behavior which, if properly understood, contributes to safeguarding a child’s wellbeing and balanced development. Regular eyesight checks, walking and movement in the open air, a healthy and genuine diet, non-toxic toys and products, are just some of the recommendations in an invaluable booklet that Lookkino has prepared with expert pediatricians and is free for visitors to opticians’ stores.
In support of the campaign, Lookkino has supplied opticians with P.O.P. materials designed specifically for the reference target: children and parents. Not just dedicated window posters and stickers, but also cardboard cubes that move and arouse children’s curiosity, and a counter display with pockets for holding the free booklets and cards for participating in a competition with prizes of dozens of bicycles and scooters.
The impactful campaign makes use of bright colors and visuals designed to attract kids’ attention; at the same time, the project content is clear and immediately informs adults about the purpose of the operation. The explicit pay off, “Lookkino has your kid’s health at heart”, is a declaration of the company’s ethics behind its production choices.
The role of the opticians is decisive because they actively contribute to the success of the campaign through their professionalism and recommendation of the most suitable product and by supplying all the tools required for reflecting on such an important subject as children’s wellbeing.
