> Dailies “Dual Wear”

Dual Benelux-campaign developed towards opticians:
 
A first campaign oriented towards actual glass wearers (= objective dual wear).

Objective:
- Glass wearers to trial Dailies lenses
- Repeat message to achieve mental switch
- Push Top Of Mind awareness
Execution:
- A small branded carrier bag is handed over by the optician at purchase of (sun)glasses
- Leaflet contains coupons for free trial lenses and with a first purchase rebate
of -15€
- Coupons are validated through inscription on the website
www.momentdailies.be
- While subscribing
a) you participate in a 2 weekly competition (6x)
b) a CRM program is started up following the subscriber in his/her lens-adoption process
- POS visibility: traditional posters, counter stand, advertising cube and moodmovie for instore plasma screens.

A second campaign oriented towards loyal Dailies customers:

Objective:
- Reward & identify regular buyers
- Stimulate selling-out / multi-buy
 
Execution:
- On-pack leaflet action with a unique code allowing an instant win on www.mijndailies.be / www.mesdailies.be
- Extra bonus codes are offered while introducing a 3rd and 4th code
- CRM program is started up following the subscriber until august 2009.
 
Results:
- Positive buy-in from opticians due to incremental positioning and quality approach
- After 6 weeks in field over 3500 inscriptions and participations
- Post-promo research on awareness impact foreseen in 10/2009.