In July the EssilorLuxottica Group launched the advertising campaign for the new Varilux XR series in the USA, a revolutionary solution in the field of progressive lenses presented earlier this year at MIDO.
The purpose of the campaign is to introduce people with far-sightedness to the first progressive eye-responsive lens based on behavioural artificial intelligence[1]. For the first time, the power of artificial intelligence combines with a deep understanding of consumers' lifestyles to create the ultimate Varilux progressive lens. The "See the Future" thematic campaign highlights the technology of the Varilux XR series lenses, showing how a predictive model is used to understand the consumer's eye movements.
The global campaign sees a futuristic environment designed with 3D animation to communicate the advanced technology behind these innovative lenses. The protagonists are four forty-year-olds who discover the Varilux XR series and experience their main advantage: instant clarity even on the move[2]. The intriguing opening scene also shows how digital technology helps predict visual behaviour in various situations.
The campaign has a 360-degree approach that includes a television commercial, an audio version for music streaming channels and digital content designed for social and out-of-home platforms to accompany the consumer throughout the "customer journey" by inviting them to contact their ophthalmologist for more information regarding the Varilux XR series. There will also be in-store communication materials at all retail stores.
The campaign will be released in other markets around the world from September 2023.
[1] Artificial intelligence predicts visual behaviour based primarily on the analysis of unique data from up-close eye tests, performed at the retail store.
[2] Varilux XR series– study conducted on consumers in daily life – Eurosyn – 2022 – France (n=73 progressive lens wearers)