Challenge

GrandVision is a global optical retailer committed to delivering high-quality and affordable eye care to all. Their retail brands in the Netherlands include the well-known Eye Wish and Pearle, and they have another 30 retail brands across 40 regions all over the world.

I developed multiple assets and campaigns adaptable for all regions and brands, helping them promote their contact lenses product category to their audience in a way that makes their benefits crystal clear (no pun intended). To really engage their audience, I needed to go beyond their functional benefits and focus on the real value they bring to consumers’ everyday lives.

Sister Insight

Why do many people choose contact lenses over glasses? Because they give us perfect vision while letting us get on with our day-to-day activities, totally unobstructed. Glasses-wearers can relate all too easily to occasions when their beloved specs get in their way. Think cycling against the wind and rain, playing physical sports, or even picking out an outfit only to find it clashes with your frames. Contact lenses give us ultimate flexibility and adapt to our lives seamlessly, whatever the occasion.

Idea

We came up with the theme, ‘Your eyes, your way. Contact lenses for a flexible lifestyle.’ This message supports the audience’s need for flexibility to accommodate their on-the-go lifestyle. This theme calls for engaging, dynamic images that highlight the many benefits contact lenses offer in diverse scenarios. Since this campaign would be shared across 40 local regions, we had to choose a theme that could be personalised and adapted to each region, as well as a slogan that could be easily translated and understood in other languages.

Deliverables

I-wear website

Package design | Flat pack

campaign book

We developed a book containing assets and campaigns that were adaptable for all 40 regions around the world. With plug and play technology, each region could easily translate and personalise the content, helping them build stronger relationships with their specific target audience.

MULTIFOCAL CAMPAIGN

We set up a campaign and photoshoot promoting multifocal lenses for both near and far sightedness, targeted at an audience aged 40–50+ who enjoy an active lifestyle.