| Brief | OCO Opticians wanted to boost visits and sales by encouraging 25-to-34 year olds to take a free eye test. Panels were placed on streets around Central London, encouraging Londoners to check their eyesight using the urban environment. Pub signs, shop signs, clock towers, road signs and murals were became reading challenges, based on the advice of an optometrist who first assessed every site. A QR code tagged to each location enabled people to book an eye test via their smartphone, providing live response data in real time. |
| História | OCO Opticians wanted to boost sales & footfall by encouraging 25-34yr olds to take a free eye test. Previous offline & Facebook campaigns had little effect.So, during Oct 2018, trackable floor panels were placed on pavements around Central London, encouraging Londoners to check their eyesight using the urban environment around them.Each site was assessed by an optometrist, and we used pub signs, shop signs, clock towers, road signs & murals, challenging the public to read them.A QR code tagged to each location enabled people to book an eye test via their smartphone, providing live response data in realtime.During the first two weeks of the activity, eye test bookings at OCO were 12x the weekly average, generating a 94% uplift from the same period the year before.The campaign performed 3x better than previous advertising, with 1 in 2 people who tried the panels booking a test. |