Nobody was waiting for this?
That’s true for every new product. Launching a new product category in the B2B market is always a challenge. What’s the benefit for the end user? How is it different from existing solutions? In short: what’s in it for me?
WIDR me by optovision is one such innovation – a groundbreaking method for precisely measuring each person’s unique visual behavior. Eyeglass consultation has never been this personal. We developed a campaign that clearly communicates the concept: visually strong, easy to understand, and focused on what truly matters – the actual user benefit.
Many will benefit!
Incorporating individual visual behavior into the design of progressive lenses unlocks a whole new level of precision. What looks like a standard VR headset is, in fact, an innovative measuring tool – turning the eye exam into a memorable experience. We used this virtual environment as the stage for a creative, attention-grabbing campaign. Technological innovation meets emotional storytelling – for a product that truly delivers more than meets the eye.
The Power of a Good Tease
Effective marketing communication prepares the market for a product without revealing everything upfront. That was our goal: A teaser campaign built on print ads, social media content, videos, and mailings – all carefully designed to spark curiosity. Instead of focusing on product details, we put the interest first. It worked – generating excitement among new and existing customers alike, and paving the way for real innovation.
A Whole Lot of Production
From the first idea to the final rollout: this campaign involved serious production. Photo shoots, video content, 3D visualizations, animations, infographics – all from a single source. We combined studio work, on-location shoots, and AI-assisted post-production to create a consistent look across all media. Was it a lot of effort? Yes. But exactly what it takes to communicate a complex product in a clear, appealing, and brand-consistent way.