Essilor launches Varilux XR ad campaign

Essilor is launching its biggest ever media campaign to introduce the Varilux XR series to consumers in an investment of more than £1 million.

The advertisement will highlight the benefits of the lens and signpost presbyopes to their local independent optometry practice.

The campaign will run at 46 of the highest profile ‘out of home’ billboard sites across the UK, with the highlight being an appearance on Piccadilly Lights in London’s West End.

An additional train network takeover will see 6800 advertisements on digital screens onboard 15 train routes.

Digital adverts will also run across YouTube, Facebook, LinkedIn, and for the first time, Spotify.

Essilor expects the campaign to be seen more than 350 million times and hopes to attract 70,000 visits to its website, where consumers can learn more about the Varilux XR lenses, and also find their local Essilor Expert to book an eye test.

Alan Pitcher, commercial director for wholesale lenses, explained: “Given Varilux XR series is our most high-tech varifocal lens to date, it was only right that we embarked upon a digital campaign to match it, culminating with a debut at Piccadilly.”

Point-of-sale material including posters, a showcard, consumer leaflets, a dispensing mat, and window stickers, have been made available.

The campaign began at the end of September and runs to mid-November.