NATIONAL EYE HEALTH WEEK
The Challenge: The consumer end of the optical sector is dominated by the twin themes of stylish frames and value for money. Boots Opticians wanted to challenge this perception among consumers, widening people’s understanding of the importance of regular eye health checks and positioning themselves as the most trusted eye healthcare provider.
Research shows that blurred vision is the main reason for visits to the opticians. Our aim was to use a variety of visually arresting presentations across print and digital media, combined with long copy, to educate readers that not only are regular eye checks vital for vision, they can also flag up a surprisingly wide range of other health and wellbeing issues.
We produced a daily series of articles throughout National Eye Health Week in The Times, with each carrying different aspects of the wider eye health message, such as eyesight and sport, eyesight and nutrition, and how an eye health check can highlight serious health conditions. These were mirrored on an online microsite and on tablet.
The Results: Top line
More than 56 per cent of readers recall seeing the Boots campaign in the newspaper: almost twice the News UK benchmark for display campaigns (29 per cent).
The campaign boosted Boots Opticians’ credibility and authority: 56 per cent said they trusted the content, and there was a 112 per cent increase in consideration.
We increased the number of existing customers that said they would use Boots Opticians again (150 per cent), and 62 per cent agreed that Boots and The Times made great partners.
We more than tripled the number of eye checks for Times readers. The number of readers that intended to visit the opticians increased by 367 per cent.