Cannes Lions

OPTICAL PRODUCTS

THE COMPANIES, Munich / RODENSTOCK / 2009

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Overview

Entries

Credits

Overview

Description

Many companies claim to set the standards. To be innovative, market leaders and to be close to their customers. German eyeglasses and frame producer Rodenstock wanted to actually prove all this, with 12 events for 6,000 opticians from all over Germany.Objectives: Communicate with valued resellers. Demonstrate the quality of the company’s products. Reinforce Rodenstock’s image for innovation. Excite the dealers and strengthen their ties to the Rodenstock brand. And thus enhance sales in the long run.High attendance of target group (> 40%) and positive feedback to concept and event (grades better than “good”) were secondary objectives.

Execution

The glasses dominated every event location – further decoration unnecessary. They guided the guests and provided a common motif.

Using innovative presentation techniques, the lenses on both sides of the glasses functioned as screens, drawing the audience into the world of sight.

The front showed products and services related to the Rodenstock world. On the other side, between the earpieces, was the auditorium. The lenses providing a background to the stage and screens for the lecture.

The presentation style reflected Rodenstock’s status as an innovator: utilizing fully-animated presentations tailored to the setting and using both “lenses” as one big screen.

Outcome

The events were systematically evaluated through guest surveys (70% response) with multiple choice and open ended questions.

86% evaluated the event as very good (65%) or even excellent (21%) The primary reason given for the positive evaluation was the attractive setting. Rodenstock achieved a unique selling position through this roadshow, since 76% of their guests have not visited a comparable event in the last three years.

Many participants were so enthusiastic they announced their purchase orders for the following year the evening of the event. One participant: “These events contribute more to customer loyalty than comprehensive brochures”.

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