Upfront: L&T Marketing

Jul
2007

Lens Marketing

Essilor Launches
‘Clear Choice’ Promotion

Essilor of America has kicked off its annual national promotion for Crizal, this year named Crizal Clear Choice promotion. Through August 31, Essilor is inviting ECPs to participate and qualify to win 150 luxury trips for two to Lisbon, Portugal, based on their sales of Crizal, Varilux and Definity. Essilor will award 145 grand prizes to the top sellers of these lenses based on the number of points accumlated for each order. For every Crizal product sold during the promotion period ECPs will earn a scratch-off card that provides the opportunity to win merchandise. Participants can also use the scratch-off card to enter a second chance drawing for five additional grand prize trips. Winning tickets will be automatically entered into the drawing through www.clearchoice2007.com web site. If a card is not a winner, the ECP can mail it in to be included in the drawing to win one of the five trips.

CZV, Transitions Team
for Consumer Campaign

Carl Zeiss Vision (CZV) and Transitions Optical are collaborating on a direct-to-consumer campaign advertising the complementary benefits of Teflon Clear Coat lenses and Transitions lenses. Both brands have capitalized on strong consumer brands through significant investments in consumer advertising, but this campaign is the first to position the two brands together. First launched in the Portland, Ore. market this spring, it features direct-to-consumer mailers reaching 67 percent of target households, a staff education program led by Transitions and CZV reps, co-branded point-of-sale and demonstration materials and a consumer sweepstakes.

The mailer describes the features and benefits of Transitions lenses and Teflon Clear Coat lenses and informs potential new patients that they can have both benefits together in their eyeglasses. The mailer also contains a targeted list of Teflon Clear Coat lenses-certified eyecare practices in the consumer’s immediate area. As an additional incentive, it includes a coupon that the consumer can bring to a local eyecare professional’s office to enter a sweepstakes for a $2,500 Sony digital photography package (which includes lenses by Carl Zeiss). CZV and Transitions plan to roll the campaign out to other markets.

 

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