The Eye Opening Test Droit de Regard
In the busy streets of Paris, advertisements for inexpensive glasses are common. Yet, behind these seemingly straightforward offers lies a web of hidden conditions that can significantly impact the final price consumers pay. The “Droit de Regard: The Eye Opening Test” campaign was a significant initiative launched by the French optician brand Droit de Regard, aimed at promoting their offer of free glasses without any hidden conditions.
Campaign Overview
Objective :
To challenge the misleading “glasses for free” offers advertised by other opticians and to promote Droit de Regard’s offer of truly free glasses.
Execution :
The campaign involved offering free eye tests to passers-by using the competitor’s billboards, highlighting the small print and hidden conditions that often accompany such offers
How It Worked :
1. Droit de Regard utilized competitor billboards for eye examinations, allowing participants to see for themselves the true prices and conditions hidden in small font.
2. The campaign was experiential, engaging directly with the public in a practical demonstration of the brand’s transparency and value proposition.
Impact:
The campaign made people talk about how some eyeglass ads can be tricky. Droit de Regard showed they were a brand people could trust.
Success Ratio :
1. The campaign successfully exposed the deceptive practices of competitors, revealing that the advertised prices were often misleading due to the fine print conditions.
2. It also highlighted the issue that up to 17% of French people, particularly those with lower incomes, avoid getting new prescription glasses due to the cost
Impact and Results
The campaign was recognized for its creativity and impact, earning a Silver award at the 2022 Clio Awards. It effectively communicated the brand’s message and commitment to offering free glasses with the same design, quality, and technology as more expensive models
Lessons Learned
Transparency is key in advertising; customers appreciate and respond positively to honest and clear communication.
Experiential marketing can be a powerful tool to convey a message and demonstrate a brand’s unique selling proposition in a tangible way.
Addressing a common pain point, such as the high cost of glasses, with a genuine solution can resonate well with the target audience and differentiate a brand in a competitive market.
