Essilor has launched a new national marketing campaign for its Varilux brand, which can be personalised by independents to drive local footfall.
The ‘See more do more’ campaign will reach a total of 48.1 million people and run until the end of 2019, said the company. The brand has become sponsor of Channel 4’s All4 Escapism series and features 500 hours of programming to promote the consumer message.
All Essilor customers will be allocated a consultant to work with them to create a personalised local campaign with co-branded marketing support materials.
Essilor head of marketing, Jason Williams, said: “We have carefully combined a national and local element into this campaign to ensure high impact consumer messaging. We always strive to be the independent’s best business partner and our commitment includes helping businesses expand their sales and driving independent footfall through these campaigns.”
The advertising campaign will also use addressable TV to profile and target ‘spectacle wearers’ when viewing TV through catch up services. Other online campaign elements include search engine optimisation, pay per click and digital display advertising. A free comprehensive point-of-sale pack is also available for independents.