Haygarth creates teenage-focused campaign

Haygarth is taking contact lens specialist, Ciba Vision, to a new market with the launch of a teenage-focused marketing campaign.

The two-pronged campaign will target teenagers that wear glasses and encourage them to ask opticians to try contact lenses; while a trade campaign has also been developed to encourage eye care practitioners to communicate the benefits of providing contact lenses to teenagers.

In the US, 26 per cent of 12-17 year olds who require vision correction wear contact lenses, compared to only two per cent in the UK, where only 30 per cent of contact lens fits to teenagers are initiated by their optician.

This has highlighted an important growth area within the sector for Ciba Vision and the campaign has been designed to increase penetration of teenage contact lens wearers.

The consumer activity, which launches at the beginning of July, encompasses a cinema ticket promotion, whereby customers who collect on-pack codes can apply for free cinema tickets.

This will be supported with an outdoor six sheet campaign and full POS kits.

The trade activity involves a three-stage direct marketing campaign to opticians.

Starting with a teaser mailing raising the question of whether contact lenses are right for teenagers; the second DM piece answers this with a 'See it through their eyes' film.

The film features testimonials from teenagers wearing contact lenses and eye care practitioners exploring the many benefits of prescribing contact lenses to teen patients.

The third piece of DM focuses on how Ciba Vision is supporting the trade and what is available in terms of POS kits.

All of this activity will be underpinned by the field sales force who will have specifically designed materials to sell in the opportunity.

'The creative has been designed to stand out from the raft of material opticians receive on a daily basis,' said Martin Steel, creative director at Haygarth.

'This has been followed through with the consumer execution designed to appeal to the teenage market using fresh, interesting images and an attractive offer of cinema tickets,' he added.

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