Upfront

Dec
2008

Book 'em

It’s about good ideas. And ClearVision Optical has one. It’s called using “the whole carcass” and the concept is about saturating the marketplace with one effective marketing message through multiple consumer touch points. In his new book, All You Need is a Good Idea, author Jay Heyman praises the company for its innovative use of the whole carcass concept.

“I first observed a great way to use the whole carcass concept by working with ClearVision’s executive vice president Peter Friedfeld,” says Heyman, creative director and co-founder of Porte Advertising in New York, as well as a past recipient of both the Clio and ANDY Awards. “As a creative director, I saw innovation in his ideas to market frames without the usual ‘face with frames’ imagery—the norm for the optical industry. ClearVision’s creativity in how they single-mindedly saturated the marketplace with a good idea is why the company stands out.”

As cited in Heyman’s book, ClearVision’s initial success in using the whole carcass concept began with its Flexit frame collection campaign, whose spring hinge inspired the headline “Flexit. You can bend it, but can’t break it—Flat out, the best.” The headline was accompanied by a picture of the Flexit frame, stretched virtually flat. ClearVision took this message and saturated the optical market by using it for a trade advertising campaign, merchandising kit, sell sheets, dispensing mats, several retail displays, a direct mail campaign, mini-brochures for customers, the company newsletter, plus a promotional contest. Maximizing the number of consumer touch points through the marriage of a great tag line with strong visual illustrates how the company effectively used the whole carcass.

Today, ClearVision’s marketing team continues to use the whole carcass, most recently through its award-winning Fisher-Price Fit-Kit and Izod PerformX eyewear campaigns.

To learn more about Jay Heyman or to order a copy of All You Need is a Good Idea online, visit www.allyouneedisagoodidea.typepad.com.    

—Jackie Micucci

 

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