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.
July 2007
L&T Marketing