Essilor Edge Sweepstakes Campaign
Essilor, an international ophthalmic optics company that designs, manufactures and markets lenses to correct or protect eyesight.They were looking to highlight the features of their Varilux lens product which is designed for people over the age of 40 who experience presbyopia, a near vision condition. They needed a solution that would capture the attention of hard-to-reach prescribers and ensure that their product was top-of-mind.
They also wanted to provide members of their loyalty program with an incentive to review their launch information and create awareness of the program for non-active members. We developed an integrated campaign that included a high impact Rolling Cube mailer to drive members to an online Sweepstakes. The outer box that housed the Rolling Cube contained extra real estate for Essilor’s graphics and messaging. Once the cube on the inside is removed from the outer box, it constantly unfolds to reveal multiple panels of information that form into various rectangle and cube-shaped messages. This interactive design is not only hard to put down, but it also acts as a great desktop piece keeping the brand top of mind.
Essilor received a 23.6% response rate for their sweepstakes. Of those, there were 9.5% unique participants. Overall, the campaign resulted in a response rate of 31.5%. With 2,576 unique visits to the sweepstakes site, the campaign delivered conversion rate of 88%.