Upfront: L&T Marketing

Mar
2012

Lens Marketing

Transitions Launches Global Communication Campaign

Transitions Optical kicked off a new global communication campaign last month featuring the theme, “Life Well Lit.” The campaign coincides with the company’s launch of the first variable polarized lens, Transitions Vantage, which will be available to consumers beginning in May.

Transitions Optical is using print, television and online advertisements to get its message across to consumers. The campaign, which will run through November, is expected to generate 2.2 billion impressions and will cost upwards of $20 million, according to a Transitions Optical spokesperson.

“Life Well Lit” features a TV commercial that conveys the practical and emotional benefits of Transitions lenses. Making an analogy to the simple functionality of a dimmer switch, the new advertising creative will educate consumers on the ability of superior light management to enhance how they see the world, helping them enjoy a richer and more vibrant visual experience.

“Our research firm reported that consumers found the ad more persuasive than 94 percent of all the ads it tests for blue chip companies across the country,” says Sherianne James, director, North American Marketing, Transitions Optical. “The ad created an ‘ah-ha’ moment for viewers, who reported a greater understanding of how Transitions lenses work to enhance vision. With these types of results, we’re anticipating even stronger consumer demand, driving more people to their eyecare professionals.”
Television ads will appear heavily on local early morning programming and high-profile, national cable television networks in the U.S. Custom video vignettes will also be featured on various cable programs.

Transitions Optical is planning several corresponding consumer promotions that provide opportunities for online interaction, which eyecare professionals can promote through their own marketing efforts as a way to build engagement with current and potential patients.

Transitions Optical will also continue reaching multicultural populations, including the growing Hispanic market, through advertising in both English and Spanish, and through unique sponsorships and consumer promotions.

Advertisements will drive consumers to the Official Sponsor of Sightseeing website as well as to visit their local eyecare professional to ask for demonstrations and learn more about Transitions lenses. In addition to advertising, the campaign will encompass public relations, social media, events and sponsorships, as well as industry education. In March, Transitions Optical will also offer new point-of-sale materials to eyecare professionals that reflect the vibrant and rich imagery consumers see when they wear Transitions lenses, the company says.    

—Andrew Karp

 

|