We created a character who loved these lenses so much that he embarked on several “Expeditions” to cities across America, to share them with real people. We cast improvisational comedian Tim Martin for the job.

Photochromic lenses are complicated. They’re activated in different ways by different kinds of light. What’s more, Transitions offers 4 different styles of lenses — some are darker and polarised for outdoorsy people, while some are clearer for people who work in dimly lit offices, etc… So our main character’s unique, sophisticated-but-funny delivery allowed us to explain all of this, while also entertaining. Further, the character was so likeable and “real” that social media was a natural fit. He was actually followed by many non-lens-wearers, just for the entertainment value. Transitions is a cool brand. It deserved a cool spokesman.

We launched the campaign with a one-month test in a few small markets. It was an instant success, surpassing client expectations and delivering over 12,000 trials and coupons — to prime customers who are now also registered in our RM program. And when the campaign went national, it drove overall sales up by an average of 4.1 percent for each month that it ran — huge numbers for a leader in the eyewear industry. Needless to say, the client is ecstatic about such massive results from a relatively small investment. The combined production budget for all of the “Expeditions” was about $500,000.