Brief
BACKGROUND
Vision Express, which has been on the market for 20 years, relied on building medicality when introducing an expert into its communications. After two years of operating the platform with Brand Hero in a kitty, in the client’s opinion this was still not effective enough. Our task was to add medical competence to the current creative platform.
Solutions
Idea and implementation
We built the new communication on Vision Express’ existing communication, which was based on one expert. We added a second, which reinforced the medicality of the company. As a result, a pair of experts now play a central role: a frame and lens specialist and an optometrist. Together, they communicate the value of great service, but also the medical and professional infrastructure of the network. With the long-term idea in mind, we have dissected the relationship between these two so that it changes over time As part of this cohesive platform, the following have already been created: – an image commercial highlighting the company’s core values, – 2 promotional campaigns and the Great Eyesight Study campaign, which aims to encourage Poles to take care of their eyes by participating in professional eye examinations. Each spot is accompanied by a tagline highlighting the medical qualities of this fast-growing network. Walk runs the platform in line with the competences of the individual business units in the areas of ATL, BTL, digital, social media, PR and event marketing.