Ad designed to generate immediate response by consumers, driving them to their eyecare professionals and helping shorten the eyewear purchase cycle
Transitions Optical, Inc. is kicking off a regional test of a new direct response “edutainment-style” television advertisement, designed to generate an immediate action by consumers, which will drive them to their eyecare professionals and shorten the eyewear purchase cycle. A 30-minute version of the ad will air on conventional networks in the Toronto/Hamilton area for four weeks, beginning on April 7.
The ad features host Tim Martin interviewing consumers about their perceptions of and experiences with the Transitions® family of products. It concludes by encouraging consumers to test Transitions® lens technology immediately by visiting TransitionsDecals.com to order Transitions® Trial Decals™.
Consumers can apply the Trial Decals to their current clear lenses to simulate the performance of Transitions lenses. After adhering the Trial Decals, consumers should wear their glasses inside and out to experience for themselves how Transitions lenses seamlessly adapt to changing light conditions. They can then remove the Trial Decals with no lasting effect on their lenses.
“More than 9 out of 10 consumers who wear Transitions lenses love them and repurchase them,” said Renee Himel, Director, Brand Experience, Transitions Optical. “With such high consumer satisfaction rates, we’ve been looking for ways that clear lens wearers can temporarily try Transitions lens technology before buying. Our Trial Decals are the perfect tool and drive new Transitions lens patients to eyecare professionals to get the real thing.”
In fact, initial Transitions Optical research shows that 7 in 10 consumers who tried the decals said they would ask their eyecare professionals about Transitions lenses the next time they visited.
Transitions Optical is testing a shorter, one-minute adaptation of the ad on CBC during hit shows like Best Recipes Ever, Coronation Street, George Tonight, Heartland, Republic of Doyle, Steven and Chris, the fifth estate and Hockey Night in Canada. One version of 60-second ad will conclude by asking consumers to order the Trial Decals (at TransitionsExperience.com), and another will urge consumers to visit specific eyecare professionals for a limited-time discount. Both the long and short ads will run in Toronto, Scarborough, North York, Vaughn, Woodbridge, Markham, Milton, Brampton, Etobicoke, Ajax, Whitby, Pickering, Oshawa, Mississauga, Oakville, Burlington, Peterborough, Hamilton, Ancaster, Dundas and Stoney Creek.
“We are always looking for ways to make consumers more excited about their vision so they will be more proactive about taking care of the health of their eyes,” said Sherianne James, Director, North America Marketing, Transitions Optical. “The increasing purchase cycle is a serious concern and a threat to the health of the optical industry, so we are especially interested in testing marketing efforts that address this issue.”
For more information on the Transitions direct response TV test program, contact Transitions Optical Customer Service at (877) 254-2590.