76% of French people wear glasses.

With the health crisis , in transports, at the office, in everyday life... the mask is now part of our daily life.

For glasses wearers, wearing a mask means having your glasses fog up.

Temporary loss of sight, unpleasant impression, discomfort, fogging is becoming a real problem for millions of French people.

In a complicated optical market, ZEISS glass manufacturer is always at the heart of innovation.

At the beginning of September, ZEISS is the first brand offering a simple and effective solution: THE ANTI-FOG KIT, an innovation that makes everyday life easier. The kit is available from opticians and, in a new development for ZEISS, from pharmacies & drugstores.

CHALLENGE:

HOW TO DEMONSTRATE THE EFFECTIVENESS OF THE ZEISS ANTI-FOG KIT TO GLASSES WEARERS?

INSIGHT:

It's bad enough I have to wear a mask every day, but with my glasses and the fog I can't get rid of, it's even worse.

I can't see anything, it's a daily ordeal!

STRATEGY/IDEA:

To make people face the situation, we created an outdoor event for a life-size torture test to prove the product's undeniable effectiveness.

On a cold morning, two engineers set up a 3 meters long glass on a base facing one of the most beautiful view of Paris, at the edge of Montmartre. They applied a stencil on the glass representing spectacles, sprayed the ZEISS anti-fogging kit on them and pressed a button that started to blow some air that filled the glass with fog... except on the areas where the product was applied.

Demonstration is done : a simple and original idea proving the undeniable effectiveness of ZEISS innovation, the anti-fog kit.

TARGET

- Glasses wearers

- ZEISS core target: the upper socio-professional categories & high incomes

PRODUCTION

The event took place over a day in Paris under the amazed and impressed eyes of Parisians passers-by.

Early ion a cold morning, Parisians still sleeping, two engineers set up a 3 meters long glass on a base facing one of the most beautiful view of Paris, at the edge of Montmartre. They applied a stencil on the glass representing spectacles, sprayed the ZEISS anti-fogging kit on them, pressed a button that started to blow some air that filled the glass with fog... except on the areas where the product was applied.

The experience was filmed to be shared on TV and social media.

MEDIA STRATEGY:

Two complementary approaches to boost the product's visibility and credibility among the general public.

-- the torture-test video on TV and VOL

- a tactical approach in digital

DEPLOYMENT

The outdoor demonstration is a simple and original idea proving the undeniable effectiveness of ZEISS innovation, the anti-fog kit: a one-day outdoor experience and activation, that has been filmed to be shared on TV and social media

1rst to 28th February 2021

500 K$ all included production and media

- The torture-test film broadcasted on TV-replay and Youtube (VOL 56s and 20s)

- Social media

- TV sponsorship: sponsoring weather program and the 6 Nations Rugby Championship

Each month STOCK BREAK at opticians and pharmacists despite significant increase in supplies.

COMMUNICATION LAUCH IN JANUARY:IMMEDIATE IMPACT ON

+SALES (April still in progress):

Consequent increase/month:

- x3 on the first week

-April: already +50% vs March

-550000 kits sold in 3 last months

+REVENUE :

Consequent rise:

Average February-March21 =x3,4 vs average October-January20

ZEISS FRENCH DIVISION MET THE BEST PROGRESS IN THE WORLD ON THE ANTI_FOG KIT.

MEDIA:PERFORMANCES DELIVERED HIGHER THAN THE HIGHEST ESTIMATES of which

- 7.1 million videos viewed

- 49% at 100% for the 60s vs 7% estimated: More than 3 million videos viewed at 100%

POST FROM EVERLAB (among the most important pharmaceutical distributors):

"Product of the year. Plebiscited for its quality, effectiveness, ZEISS anti-fog is a blockbuster in the Group’s 10,000 pharmacies!"

Our creative work impacted beyond borders : many countries interested by the campaign. Already 2 are launching it: USA, Portugal.