Brand Owner: Pearle
Date: May-June 2007
Media Agency: Carat, Vizeum
Other Agencies: TBWA
Media Channels: Ambient, Out of Home
European opticians Pearle wanted to get consumers to think about the state of their eyes, to increase visits to and improve sales conversions at Pearle, all on a low budget.
Using the insight that driving is the key situation where eyesight is crucial to safety, Pearle decided to turn its sights onto motorists aged 25-60, to make them really think about the quality of their eyesight and undergo regular eye exams.
|Can't read this billboard? That's OK, but Pearle still wants you to get your eyes checked.|
Its media solution, in cooperation with the national traffic association, comprised 18 billboards on carefully selected high-traffic roads and ads on 400 trucks traveling on the same busy routes.
The messages on the boards and trucks, warning drivers to take their yearly eye tests, were written in large blurry letters to mimic the effect of farsightedness: They were perfectly readable from a long distance, but from shorter distances they became too blurry to be legible.
The clever campaign garnered strong press coverage and tracking results, indicating 50% recognition in the target group of motorists aged 25-60.
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