The challenge we took on was no mean feat: to grow market share of vision correction procedures; to build awareness of Optegra hospitals in the local area; and to maximize London business. All this, from scratch, in six weeks from pitch win to launch.

what we did

We started by creating a single, strong creative concept to bind this multimedia, multi-audience campaign together. Then we used direct response channels to invite a cold audience to find out more about getting rid of their glasses forever. We targeted a younger audience using online and tube media with our laser product. And for the older audience we created responsive TV and press ads featuring our RLE (refractive lens exchange) product. All with the goal of generating free consultations.



Following on from a successful launch in January across all media, particularly on TV and digital, the campaign has now been extended into its 5th month, testing different propositions and products.