20 20 Opticians – part of the Duncan & Todd Group, one of the UK’s largest optical retailers – appointed Maguires to create an engaging in-store campaign to promote the sale of their digital lenses, across all six of their practices.
The objective of the campaign was to highlight the specific benefits of each lens; from lenses that provide relief for visual fatigue, to lenses that allow your eyes to better adapt to computer and device screens.
As the campaign was to run in-store and on social channels, the creative had to grab the attention of passersby and online users, clearly communicating a range of advanced products to a younger, tech-savvy audience.
Our clean and quirky approach to communicating the complex benefits of the four lenses was backed up by the design and build of a bespoke microsite for the campaign:
The microsite provides a dedicated portal for traffic arriving from social and digital channels, where users can find out more specific information about the lenses, while allowing our POS campaign to remain clean and direct.
By creating a series of isolated ‘hero’ images for each lens (instead of using model-based lifestyle imagery more commonly associated with Opticians) the campaign could be easily adapted to various POS and digital formats, without losing any of its impact.