Essilor | Retail POS material for in-store campaign
Brief
Develop a communication strategy and creative concept for Points-of-Sale material to be used in optician retail throughout seven European countries, Benelux and Scandinavia. Production of all material. Centred around product palette and day-to-day use.
Insight
Essilor campaigns were mostly focused on technical aspects of lenses and product explanation. This lead to a low stopping power. Daily Bread insight: emotionalisation of the communication and a focus on easy understandable benefits for the user would work much better.
Execution
A new visual-language was developed sending one specific mood as message for all 15 campaigns. Attraction was the new central theme, to boost stopping power. All copy has been rewritten, printed in new fonts in a fresh design with vivid colours. The visibility of the Essilor brand as mother of the sub-brands has been highly improved.
