Here’s a pretty keen approach for a DM for an optician. He wanted to attract clients he hadn’t seen in a long time. Due to deteriorating eye sight over the years, they’d probably be needing new eye glasses at that point. So, the agency created a sales letter in the form of an eye test chart. The optician explains at contacts that their current glasses probably aren’t strong enough anymore – eye sight can deteriorate even when wearing glasses. To demonstrate this, the characters in the letter gradually shrink to a size so small only people with perfect eye sight can read properly. People having difficulties reading those last sentences are invited by the optician for an eye test. The result was that 12% of the contacts scheduled an appointment for a test.
Copy at the bottom of the letter:
“Is it difficult for you to read these letters? If it is, than please drop by for a free eye test”
Agency: Proximity BBDO (Belgium)
Creative Director: Adriaan Van Looy
Art Director: Adriaan Van Looy
Copywriter: Wim Provoost
Production: Sofie Verschaeren
ahmet
November 26, 2007 at 6:08 pm
I like this one. Good approach.
Ed Wood
November 27, 2007 at 3:08 pm
Aaagh my eyes! they are gone forever after this effort!
Nice one though, too many written parts though
tino corremans
November 29, 2007 at 11:23 am
naar het einde van het jaar toe, komen de wedstrijd-inzendingen weer bovendrijven… Leuke creaties, maar of ze ook effectief werken bij de consumente…?
Optiker aktiviert ehemalige Kunden mit intelligentem Direct-Mailing « Blog von Gwinner
December 6, 2007 at 7:13 pm
[...] via Coolz0r – Marketing Thoughts [...]
acord parental » Arhivă » ► ochilă
December 9, 2007 at 10:13 pm
[...] uite şi un mijloc de păstrare a relaţiilor cu clienţii cel puţin la fel de creativ (via Coolz0r) Posted in Planning [...]
Dan Perry
December 13, 2007 at 4:46 pm
What a great idea! Very impressive campaign.
- iVisuell.de
January 27, 2008 at 2:02 am
[...] Tolles Direktmailing aus Belgien. Ein Optiker wollte Bestandskunden welche sich schon lange nicht mehr in seinem Geschäft waren ansprechen. Proximity BBDO entwickelte für Chris van Bael dieses clevere Anschreiben. Mit einem unglaublichen Erfolg. 12% der Angeschriebenen kamen deshalb wieder in sein Geschäft. Toll gemacht. Von hier. [...]
Sometimes, four eyes are better than two : Cannes Fringe Advertising News and Other Stuff
February 6, 2008 at 7:23 pm
[...] by LG&F in Brussels. (See three more executions after the jump, via Spare Room.) And here’s another interesting ad in the category, by Belgium’s BBDO Proximity, featuring a sales letter designed in the form of an [...]
Sometimes, four eyes are better than two : The Creative Business Community
February 7, 2008 at 1:20 am
[...] by LG&F in Brussels. (See three more executions after the jump, via Spare Room.) And here’s another interesting ad in the category, by Belgium’s BBDO Proximity, featuring a sales letter designed in the form of an [...]