Essilor launch Varilux Comfort Max scratch card incentive
The company aims to encourage conversations around the new varifocal lenses, and attract first-time wearers
Essilor has unveiled its first virtual scratch card prize draw as an incentive for eye care professionals following the launch of the Varilux Comfort Max last month.
Launched on 9 November, for every pair of the new varifocal lenses purchased, optical staff will receive a code to ‘scratch and win’ online.
Available prizes include Amazon vouchers worth up to £100, while entrants will also be automatically entered into a prize draw, offering a chance to win a £3000 holiday.
Introducing the new virtual scratch card, Tim Precious, managing director at Essilor, said: “Not only will it act as an incentive to get optical staff talking to patients about our newly launched varifocal lens but I’m sure it will bring lots of competitive fun into practices too.”
The new varifocal lens is designed to reduce eye strain to wearers by extending the ‘useful vision zone’ of the spectacles, and allowing them more postural flexibility. The company also hopes to attract first-time wearers, finding in trials that nine out of 10 first-time wearers wanted to continue with the new lens.
“Encouraging these conversations will attract a new audience to try varifocal lenses for the first time as new or emerging presbyopes,” Mr Precious said. “This will ultimately boost revenue for our ECP business partners.”
Essilor has also recently launched a new marketing campaign aiming to highlight the importance good vision on the roads and encourage drivers to book an eye examination at their local optical practice.
The Crizal Drive marketing campaign will reach across social media and national media. The social media activity will particularly aim to reach younger drivers, Mr Precious explained.
Point of sale materials are also available for practice marketing, along with a social media calendar with ideas and digital assets for posts on night-time driving.
He suggested: “It’s a sensible time of year for optical staff to recommend Crizal Drive anti-reflective coating to patients who drive. Thanks to the coating’s performance, reflections are up to 90% less when driving at night.”
The marketing campaign will also help to boost footfall for practices, Mr Precious added, “and equip them to talk about this established driving solution.”