Essilor’s Varilux® XR Series™ TVC Campaign Brings Patients to the Doors of Independent Practices

Essilor’s Varilux® XR Series™ media campaign investment across Australian national TV, digital and OOH is designed to raise awareness of the benefits of Varilux® XR Series™ and drive patients to their local optometrist and ask about Varilux® XR Series™.

“A new generation of Varilux always sets new standards in the market, and this media campaign is a strong commitment to raise awareness about the superior Varilux performance and support the leading eyecare professionals in our industry. The new Varilux XR and the media investment represent a great opportunity for the accredited practices to drive traffic and achieve the highest patient satisfaction” said Marco Caccini, GM ANZ Professional Solutions, EssilorLuxottica.

The campaign highlights Varilux® XR Series™ technology – the progressive lens of the future powered by behavioural artificial intelligence (AI) and the benefits that this brings to progressive eye wearers, from instantly sharp vision when moving** to seamless transitions from near to far.

The new Varilux® XR Series™ has been launched in the Australian market and the campaign went live on September 11, right after the O=Mega23 trade show, after customers have had the opportunity to discover the Varilux® XR Series™ and the personalisation protocols.

The campaign has been live in September and October across TV and TV on demand nationwide with a focus on both cities and regional areas.

In addition, a dedicated social media plan (Facebook, Instagram and YouTube) drives patient engagement while OOH investment will ensure awareness in busy high traffic areas, complemented by in store execution in key locations to maximise in store visibility.

The campaign is supported by face to face and online training programs specifically tailored for the local, personalised and clinically focused services offered by Essilor partners.