In a nutshell
How can a nationally established contact lens institute communicate a previously largely unknown form of therapy? The vision of the owners: to enable children and young people to lead freer lives through better vision for school, sports and leisure.
Avermann is one of the largest contact lens institutes in Germany and wants to raise awareness of myopia among parents. The problem: Myopia is not in the public consciousness, neither as a term nor as a form of therapy.
Schwarz+Matt therefore designed integrated communication measures under the campaign motto “Looking well into the future”, which culminated in a regional cinema campaign. All online and offline media were integratively linked with Avermann’s outstanding expertise and existing business. The registered trademark Sehtalent and the brand claim support the effect of the campaign tools such as the actionable landing page.
With a fresh campaign design, regional measures as well as print and point of sale media, the campaign succeeded in attracting attention and sensitizing parents to the issue of myopia. At the same time, the Avermann brand was strengthened in a new field of competence.
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