Essilor: multimedia and multi-channels for 2011 campaign
Essilor Italia, the subsidiary of the French group that is the world leader of the corrective ophthalmic lens sector listed on the Paris Stock Exchange, opens the new year with a big communication campaign.
It has two aims: consolidate strong relations with the trade channel and increase end consumer brand awareness.
Supported by an especially comprehensive strategy, the campaign targets the trade and end consumers with a multimedia mix that focuses on two important topics for the company: Varilux®, the top brand in the Essilor portfolio, and eyecode®, a leading-edge tool for Essilor’s main partners.
"The big new change in 2011”, stated Massimo Barberis, Marketing Director at Essilor Italia, “is the return of Varilux® brand communications that target the end consumer to give optometrists increasingly incisive support by offering them new business opportunities. I would like to emphasize that this type of message aims mainly at informing and educating consumers about progressive lenses in such a way that the Varilux® brand will contribute to market growth by bringing lens wearers such values as quality, technology and ease of use, the fundamental levers for the daily work of the optometrist”.
The 2011 media plan is a mix of trade and consumer print with TV, Web and Social Networks. Starting March, the campaign targets end consumers and ranges from newsmagazines and dailies, with Economy, Panorama and Il Sole 24 Ore, to magazines devoted to the world of technology such as Focus, to publications distributed through special initiatives on all the Frecciarossa lines of Trenitalia.
On SKY channel starting March, the new 70 seconds infomercial spots appearing during the main Serie A soccer championship games will be an 'eyecode® experience' for viewers: a close-up of the exclusive eyecode® technology that identifies a “unique code” for the production of highly personalized Essilor ophthalmic lenses that are up to 5 times more precise than traditional lenses.
Increasingly rich in content, the company’s website - www.essilor.it – and the official pages on Facebook aim at creating a more direct and friendly flow of information between the manufacturing company, the optician and the end consumer.
