Industrials: the most beautiful communication campaigns
This year 2016 was particularly rich in beautiful advertising campaigns among actors in optical-eyewear, especially on television. Some have bet on the trend of the moment: the customization of the frames and the tailor-made . Others have focused their spot on emotion and customer relationship. We return to the most significant campaigns of 2016!
Three well-known optical brands have distinguished themselves this year in terms of commercials.
Atol with "Decorate your life"
The optical campaign marking this comeback is that of Atol and its famous collection of interchangeable glasses D'Clip . For its third commercial of the year, the brand has relied on a 29-second film, which staged his face: Adriana Karembeu . She shares the spotlight with three other characters, each representing a different lifestyle and personality . The idea is to highlight the variety of possibilities offered by this customizable collection, which returns this year in a more refined and refined version. Indeed, these frames allow those who wear them to express their aesthetic universe by choosing themselves the color and the pattern of their glasses, but also to change as many times as they wish. As a fashion accessory in its own right, as well as earrings or a bag. Hence the title of this spot: "Decorate your life" .
What also marks is the atmosphere of this campaign, which resolves sharply with the previous ones of the mark. Atol wanted to stage Adriana Karambeu in a dynamic and modern setting , because if this customizable collection is one of the pillars of the brand for several years, it always fits perfectly with the trend of the moment in the eyewear: the personalization and the made-to-measure Moreover, the brand, which understood that it was high added value, puts it regularly in its commercials. This was already the case in 2013 with Matt Pokora, who presented the D'Clip collection. This campaign will run from August 28th to September 25th.
The Lissac Studio Lissac
Another advertising campaign that marked the world of eyewear this year: that of Lissac and its Studio Lissac . The brand has chosen a format shorter than Atol – 13 seconds – but surf on the same wave, both in terms of its collection and the spirit of his spot. As at Atol, we find three different personalities, to symbolize the wide variety of possibilities offered by its custom-made frames . However, Lissac has chosen to stage profiles very marked and up-to-date: the beautiful fashionista, the eccentric senior and the hipster . Because at Lissac, it's not just a question of changing one's glasses to match one's outfits or current style. The idea here is to fully customize the shape and design of its frame . The glasses worn by the actors of the clip are very different from each other, which shows that the most sophisticated and extravagant demands will be accepted by the brand.
The brand capitalizes here on its added value: total personalization . Especially since Lissac has a large number of shops throughout France and this service is accessible in each of them. The spot was broadcast at the beginning of this year, from January 18 to March 20.
"Before I was there" from Krys
Last iconic campaign of 2016, Krys ' 50 years . To celebrate this anniversary, the brand has launched a vast operation on television and in the cinema. A film of 60 seconds duration, which reaffirms its promise: "Krys, you will love yourself" . To remember its proximity to its customers, the brand has relied on emotion and humor. She thus proposes scenes of the daily life, where the glasses, generation after generation, play the leading role. A way also to remember, with its slogan "Before, I was there" , the involvement of opticians Krys for 50 years alongside their customers at each stage of their lives, to accompany them in the choice of their glasses. The brand has existed since 1966 and has a network of 872 stores and 4,600 opticians throughout France.
Krys did not choose to bet on the chord and the strength of his client relationship by chance. The brand was indeed elected in 2015 and for the fourth year in a row, the favorite optical brand of the French , according to the OC & C Strategy Consultants ranking of September 2015. Because it is indeed on its know-how, but also on his values that he has put in all these years. The spot was broadcast on television from March 27 to May 8 and at the cinema from April 6 to 27.
So, convinced by these three communication campaigns? 😉