Showing eyeglass wearers why seeing better is worth more
The Brief: Highlight all the advantages of opting for more advanced (and more expensive) custom shaped eyeglass lenses versus generic lenses.
The Idea: Help consumers envision the benefits of custom shaped lenses through various, very specific lifestyles, and demonstrate how lenses shaped precisely for your eyes can benefit every aspect of your daily life.
HOYA lenses are crafted using a more advanced lens cutting and sanding process. Our campaign focused on the benefits of shaping both sides of each lens, rather than just the grinding the fronts (like generic lens manufacturers), so prescription eyeglass wearers could understand why a customized view of the world was well worth the extra cost.
I developed the messaging strategy and established the brand voice, and led the product launch campaign.