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