Creative at speed
Rolling out an eye-catching campaign
One of the most challenging aspects of the brief was the initial tight deadline. As the pitch was completed close to the end of the year, the agency had only six weeks to devise and deliver a direct response-based, integrated campaign to boost new-year bookings for Optegra’s procedures.
Now closer to the audience through the planning process, WPNC moved on to interpreting their thoughts into engaging creative. Executions across TV, outdoor, print, inserts and digital channels displayed eyes as a “crystal clear” focal point of faces. The work used Optegra’s strong brand colours accompanied by accessible strap-lines such as “Make your specs an ex” and “Lose your specs. For good”.
The campaign has been extended using the theme “Smile”, reflecting SMILE laser eye surgery that is available through Optegra. The campaign retains the focus on the eyes while playing on the smile as a reflex action associated with happiness, encapsulating the pleasure and freedom perfect vision can bring.