Transitions: new TV campaign starts March 21
For years, Transitions, the leading company for the production of light-sensitive lenses, has been producing communication campaigns to raise the awareness of consumers about the importance of taking care of eye health. Faithful to this tradition, again this year Transitions has made another high-impact TV campaign designed to increase consumer awareness about the benefits, comfort and UV protection guaranteed by Transitions® dynamic lenses. The new adv campaign was launched during Mido 2010 and will appear on the main national and satellite TV networks starting March 21, 2010.
In line with the sponsorship of the prestigious American professional cycle team, the new TV campaign will feature Tyler Farrar, one of the stars of the Garmin-Transitions Team and one of the best cyclists in the world.
Shot in Los Angeles (USA), the new commercial clearly demonstrates how Transitions® lenses automatically adapt to changing light and therefore protect the eyes from damage caused by UV rays. This guarantees immediate benefits for Tyler and allows him to give his best when racing or simply when taking a leisurely stroll.
Daily Transitions® lenses are perfect for all wearers of prescription glasses, especially those who, like Tyler, love the outdoor life. Perfectly clear indoors, these lenses darken, adapting to the light outdoors for greater comfort in any situation.
In the coming months, the new TV commercial will be on the air throughout Europe on Eurosport, the leading sports channel. “We are convinced that the new commercial will be even more impressed on the memory than the previous ones, not only because of the creative content but also because of its ability to raise viewers’ awareness about the need to protect themselves everyday from UV rays and changes in light” commented Roberto Bellavita, Country Manager Transitions Optical Italia. “The commercial will make you curious and encourage you to go to your optician to find out more about Transitions® dynamic lenses. The media plan will allow the commercial to reach millions of consumers throughout Europe, the Middle East and Africa and will help our partners to spread the Transitions brand knowledge and increase their business”.
To increase brand visibility, the TV advertising campaign will be accompanied by a Europe-wide online campaign on Eurosport websites and in Italy it will involve the major information, entertainment, lifestyle and sport portals. A supporting print campaign will also appear in the main men’s, women’s and current affairs periodicals. Lastly, with the aim of reaching a wider public and creating Transitions brand awareness, new outlet materials featuring Tyler Farrar have been developed and their messages and visual impact will emphasize the benefits of Transitions® dynamic lenses.
