Direct > Direct: Sectors
DROIT DE REGARD THE EYE OPENING TEST
BETC, Paris / DROIT DE REGARD / 2021
Awards:
Overview
Credits
Overview
Why is this work relevant for Direct?
In France ads for cheap glasses are everywhere yet French people pay €600 on average for their glasses.
This is because of the many conditions hidden in the fine print of the ads.
The eye opening test is an activation we did to show that the optician Droit de regard is different than other optician brands because there are no hidden conditions.
We travelled across Paris from one optician's ad to the next and gave people a free eye test so they could see for themselves the true prices.
Background
In France ads for cheap glasses are everywhere yet French people pay €600 on average for their glasses.
This is because of the many conditions hidden in the fine print of the ads.
Describe the creative idea
The eye opening test is an activation we did to show that the optician Droit de regard is different than other optician brands because there are no hidden conditions.
Describe the strategy
We travelled across Paris from one optician's ad to the next and gave people a free eye test so they could see for themselves the true prices.
Describe the execution
The eye opening test is an activation to show that Droit de regard is different than other opticians because there are no hidden conditions.
We travelled across Paris from one optician's ad to the next and gave people a free eye test so they could see for themselves the true prices
List the results
0€ Media investment
3.3 million impressions
PR coverage of Droit de regard as a ‘new committed brand’
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