Essilor Canada was introducing Eyezen+ Start, Camden Publicité

Focusing a nationwide eyeglass revolution

Essilor

Essilor Canada is a subsidiary of Essilor International, a leading developer of eyeglass lens technology. The company researches, designs, manufactures and distributes corrective lenses and coatings under brands such as Varilux®®️, EyezenTM™️, Crizal®®️, Xperio®®️ and Transitions®®️.

  • Launch concept
  • Teaser video
  • eNewsletters

    • Make a splash

    Essilor Canada was introducing Eyezen+ Start, a new range of lenses optimized for digital device use that promised to revolutionize the eyecare industry. And they wanted our help launching these innovative products. With Canadian eyecare professionals as its primary target, the campaign would be deployed in English and French in Quebec City, Montreal, Toronto, Edmonton, Calgary and Vancouver.

    The brief? Make a splash.

    • Essilor Canada was introducing Eyezen+ Start, Camden Publicité
    • Essilor Canada was introducing Eyezen+ Start, Camden Publicité
    • Essilor Canada was introducing Eyezen+ Start, Camden Publicité
    • Essilor Canada was introducing Eyezen+ Start, Camden Publicité
    • Essilor Canada was introducing Eyezen+ Start, Camden Publicité

    Boxes & balloons

    We kicked things off with a bold in-store activation featuring a branded squad of UPS-style couriers dressed head-to-toe in the product’s signature bright pink. They hand-delivered “mystery” boxes containing sales support material, lenticular-printed demos – and branded helium balloons, which popped out the minute recipients opened the package, to their surprise and delight.

    Essilor Canada was introducing Eyezen+ Start, Camden Publicité

    A heads up

    We produced teaser email and a video that Essilor Canada sales consultants personalized and sent to their clients on the day of the launch as part of the campaign’s relationship management component.

    • Essilor Canada was introducing Eyezen+ Start, Camden Publicité
    • Essilor Canada was introducing Eyezen+ Start, Camden Publicité

    Smile!

    We capped things 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 the boxes being repurposed as POS displays.

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