Camden and Essilor Canada focus on an eyeglass revolution with Eyezen+ Start
Nationwide product launch fuses digital marketing and stunt
In preparation for a back-to-school consumer product début, Essilor Canada asked Camden to oversee the launch of their new eyeglass lens: Eyezen+ Start. Camden’s job was to develop a launch strategy and creative assets to inform eyecare professionals of the new product, provide technical information and involve them in the Eyezen+ Start story. The campaign was deployed in English and French in Quebec City, Montreal, Toronto, Edmonton, Calgary and Vancouver.
Optimized for digital device use, the new range of lenses promises to revolutionize the eyecare industry. Camden decided to embrace Essilor Canada’s disruptive product approach with a bold in-store activation. “Mystery” boxes containing sales support material and lenticular-printed demos were delivered to eyecare professionals by a field team of UPS-style couriers dressed head-to-toe in the product’s signature bright pink. To ensure an even bigger impact, a branded helium balloon popped out as each surprise package was opened.
On the day of the activation Essilor Canada sales consultants sent their clients a personalized video produced by Camden as part of the campaign’s relationship management component, which was capped off with a contest encouraging eyecare professionals to post their “unboxing” photos to social media under the #EssilorCanada tag. Client reactions were overwhelmingly positive, with many boxes even being repurposed as POS displays.
"We entrusted Camden with our product launch,” said Marion Aymond, Brand Manager at Essilor Canada, “and we were blown away by the result. Camden’s creativity and professionalism throughout the process took the project to another level."
Camden's specialist teams in Montreal and Lyon collaborated on the turnkey project, leveraging the agency’s flexible full-service model. Camden continues to work with Essilor Canada on an ongoing basis.
About Essilor Canada
Canadians have visual needs that impact their life, their ability to learn and succeed, their health, and their safety. At Essilor, we believe that everyone has the right to good vision. This is why our mission Improving life by improving sight translates into everything we do, every day. Essilor creates, manufactures and personalizes a wide range of corrective lenses and coatings that are distributed through eyecare professionals and help prevent visual health issues, correct and protect vision. Canadians can entrust their vision to Essilor brands such as Varilux®, EyezenMC, Crizal®, Xperio® and TransitionsMD.
Client: Essilor Canada, Martine Ahier, Marion Aymond, Marie-Amandine Servant, Romain Clercelet
Creative direction: John Dutton
Client services: Virginie Testaud
Copywriting: Susannah Rubin, Mathieu Chabot
Art direction: Didier Plantard
Graphic design: Félix Crépeau
Digital lead: Naïma Benbrik
Digital project management: Camille Morin
Web integration: Jessie Gladu
Motion design: Éva Ducharme, Lucile Coche
Coordination: Emily Conway
Field team: Évènements Momento