Case Study | Vision Express Design And Ad Campaigns

Vision Express is a household name in the UK with almost 600 stores nationwide. Carrying its own-brand eyewear and a wide range of designer styles, Vision Express is committed to providing the best optical care and an unmatched level of customer service.

We take care of their in-store campaigns and point-of-sale designs across both the UK and Ireland, as well as the creative and artwork for advertising campaigns. Our day to day work with the brand includes everything from collaborating with their internal brand marketing and design team, to creating in-store point of sale artwork, banners and display collateral, digital advertising and designing internal documents.

Service:

The Challenge

Vision Express has a distinctive visual identity and is a fast-paced account to work on. Things often need to be turned around quickly, which makes it highly important that our team is fully immersed in the brand’s style and ready to take on any task. However, it’s also crucial that our team keeps things fresh whilst staying true to the brand. Coming up with exciting new ideas and concepts, and finding ways to push the branding forward is a key consideration.

The Solution

All of our campaigns are designed and developed by our in-house creatives, and begin as discussions with the brand team. We continually share our ideas, thoughts and concepts along the way to gather feedback directly from the brand and internal design team to ensure everything we create provides the correct information and an eye-catching, detailed level of design.

Our 33% off Varifocals campaign is a great example, and came about as a response to findings from research that showed 58% of people are worried they will not be able to get used to wearing Varifocals. From the initial research conducted we noted there were three key barriers for customers when it came to wearing varifocals. With this information four concepts were developed and tested with a customer panel to gain a clearer understanding of what consumers engaged best with. Key learnings showed that simplicity, and showcasing the benefits in a more lifestyle focused, visual way was the best approach. Gary Linekar was brought onto the campaign as a guide through the overcomplicated world of varifocals. Gary demonstrates the use and benefits of varifocals in everyday moments with a simple, witty, no-nonsense solution that resonates perfectly with the 45+ target audience.

As part of this project, we were also on standby as the photographs of Gary were shot in London. Vision Express required a quick approval process of the photographs whilst on the shoot, so our designers dropped the photos into the advert mock-ups and sent them over to the team at Vision Express the same day to approve in-situ.

The Outcome

The finished product was an eye-catching campaign, true to Vision Express’ style, that spoke to consumers in a way that clearly resonated. The campaign was rolled out over a variety of different mediums including national press adverts, direct mailers, digital media assets, website banners and in-store POS creative.

The overall campaign achieved its key objectives of driving reach and clicks within the target audience (40-75 year olds). Social media saw impressive results with high ad recall and engagement thanks to the strong creative. The press adverts and digital display were also successful with high engagement levels.

The Results

28.7m

impressions on social media adverts

51k

clicks on social media adverts

19.5%

ad recall rate on social (174% higher than brand average)

"The team at RKH work as a true extension of our in-house marketing teams. They're able to be agile and work at pace whilst still delivering a consistently high-quality level of work. We really value their input for both larger, creative briefs as well as quicker turnaround day-to-day projects."