Campaigns in a category like eyecare typically tend to focus on the product’s benefit, and Crizal’s UV lens commercial is no different. Using an ordinary lens and Crizal lens, the 30-second campaign highlights the difference between the two.
All creative, media and public relations work for the campaign has been done by integrated communiccations company Vibes Communications. The campaign, which launched this month, will run until December 2012. It will be accompanied by train and bus display advertisements.
Essilor is also planning a publicity initiative in the form of a mock protest, with ‘protestors’ campaigning for the brand. Crizal ran a similar campaign last year, using doctors who gave out information booklets and educating people about the brand.
