CHOOSE THE RIGHT PATH MULTIMEDIA CAMPAIGN
EyeMed, a division of Luxottica, turned to us to create a campaign centered around their provider network that also needed to incorporate their Challenge the Status Quo core messaging. The Right Path campaign takes their target audience on a quick journey of the EyeMed network of providers.
WHAT WE DID
EyeMed lives in a highly competitive landscape of vision benefit providers. Many of their competitors make unsubstantiated claims when it comes to network size. EyeMed has the biggest network and their stats are supported by independent sources. GO2 had to present these facts in a dynamic way and get their target audience to register for a meeting with an EyeMed representative.
We developed an outdoors-themed approach that was launched in the summer of 2015 – Choose the Right Path. This multimedia campaign included email, direct mail and registration page. The Quick Guide to Vision Benefits direct mail piece also doubled as a personal journal and increased EyeMed’s top-of-mind awareness. Guide recipients also received a coaster infused with wildflower seeds. This was an important add-on because EyeMed is a zero waste company.
GO2 Advertising made it easy for the client’s target audience to head in the right direction – straight to EyeMed. We told their impressive network story in a compelling way that generated some big numbers for the client. Our direct mail piece had a 3.6% response rate – and the email’s response rate was 4%.