Live the Good Light campaign
At Verve, we have been working on a very exciting and eye-catching campaign for our client Transitions Adaptive Lenses. The Live the Good Light campaign.
The campaign has two main objectives:
- To encourage more ECPs (Eye Care Professionals) to recommend Transitions lenses to their customers
- To increase brand awareness among consumers.
It’s been a great, fast moving project for us, involving both B2B and consumer facing communications, and utilising different parts of the marketing mix; TV, POS, and digital.
TV
Starting in April, Transitions is the official sponsor of Channel 4 News Weather. The idents are shown twice a day at peak time. During the six-month period, Channel 4 tells us, around 18 million adults will watch it!
Extended TV exposure is of course a great opportunity to increase brand awareness among final consumers. At the same time, it brings an added value to ECPs, as it will encourage their customers to be aware of and ask about Transitions lenses.
You can watch the videos here.
Other channels
Live the Good Light is not just about TV, though. This is an integrated marketing campaign, which includes support POS materials, online banner ads, and videos for in-store and online consumption.
All these channels, used in synergy, convey the product benefits and PODs (Points of Difference), helping ECPs to recommend Transitions lenses.
At Verve, we have been very excited to work on such a big and cross-channel project. Indeed, Live the Good Light goes well beyond the national boundaries, being an international campaign seen by millions across the globe.