Optical lenses manufacturer
BBGR, a European leader in optical lenses, launched a new premium antireflective coating called Neva Max. Because of the current economic context, consumers are looking for quality products that will last longer. Neva Max answers that need by featuring several properties such as added resistance to scratches.
BBGR faces fierce competition as new coatings are launched every year in the sector, most of them focusing their communication on the technical innovation of their product. In order to capture the Eye Care Professionals' and final consumers' full attention, BBGR needed a new communication strategy.
We have created a B2B2C concept with a clear promise and impactful visuals which aim to educate the wearer. Three key visuals showed with an intentional dramatization how the wearer’s daily gestures can be harmful for lenses. It therefore stressed the need for Neva Max to protect the glasses against “life’s mini attacks.” We have also equipped the Eye Care Professionals with a comprehensive package of online and offline tools enabling them to understand Neva Max's key benefits and, as a result, to sell it successfully. Efforts were also made to make Neva Max more visible on the web during the SILMO (one of the most important international optical fairs), where the product was officially launched in France.
The campaign generated immediate buy-in from the marketing and sales teams. For the first time, all of BBGR’s subsidiaries across Europe used a common concept in their communication tools, resulting in a harmonized result. The 360° campaign effectively built brand awareness through online / offline tools as well as special events. The launch also enjoyed good sales results: Neva Max’s penetration rate exceeded the average penetration rate by up to 20%.