Instead of a traditional campaign, we created a 12 minute radio play, called ‘Listen to your eyes’. It tells the story of two eyes who are so badly ignored by their owner, Mr Peters, they decide to escape from his body altogether. Their adventure takes them all around Mr Peters’ body, and ends up with them organising a general strike of all the organs until he agrees to get an eye test.This radioplay was not only broadcasted on national radio in Belgium, distributed via sampling and via internet. But to enable the target group to hear this radioplay on any relevant moment (besides the classical media channels) we especially designed listening stations. We created big Eyeball chairs that were implemented at parks, in city centers, at points of sale and on Varilux events all over Belgium and Holland. In this way we brought the play directly to the public.

The target audience was positively surprised by the entertaining experience of the radio play and the way Varilux approached them.The campaign established a positive consumer attitude towards the brand and increased loyalty among shop owners. Last but not least, a lot of traffic was generated towards points of sale and a large number of consumers visited the website after hearing the radioplay in the Eyeball Chairs. Finally, people listened to their eyes again.