Transitions Optical is launching a new media campaign on British and Irish televisions screens during April and May to reach a new range of consumers and to encourage optician recommendation to a wider range of lens wearers.
The new awareness campaign for the photochromic lens company features French Canadian actress, Laurence Leboeuf, highlighting the company’s new direction and its updated image.
Ms Leboeuf is described by the company as “stylish, confident and proud to wear her glasses.” The spectacles complement her style in clear vision indoors, as well as turning dark outdoors, enabling TV viewers to easily identify with her and hopefully consider Transitions lenses when next visiting their optician, according to the company.
Transitions Optical has invested in media campaigns since 2012 to highlight its adaptive lenses and to encourage British spectacles wearers to consider the benefits and to enquire about them when visiting their optician.
The new campaign is also designed to supports practices’ retail activity. In the UK, Transitions Optical has high consumer brand awareness for its prescription lenses and the TV campaign is key to remind patients to ask their optician for them, according to the company.
The advert ends by inviting consumers to visit the Transitions website to discover the closest practice stockist in their area.
Essilor group marketing director, Andrew Smith, said: “The new campaign is successful in echoing Laurence Leboeuf’s representation of the confident everyday person, in turn, supporting the more modern, stylish, fashionable positioning of Transitions lenses, and demonstrating that Transitions lenses are for everyone.”
The new advert launches on 25 April. The preview can be viewed below.