| Title | EYE AM UNIQUE |
| Brand | LENSCRAFTERS |
| Product/Service | LENSCRAFTERS |
| Category |
C01. Use of Digital Platforms |
|
Entrant
|
MARCEL Paris, FRANCE
|
|
Idea Creation
|
MARCEL Paris, FRANCE
|
|
Additional Company
|
LENSCRAFTERS Milan, ITALY
|
Credits
| Jane Villeneuve |
Luxottica |
Global Marketing Director |
| Pascal Nessim/ Charles Georges-Picot |
Marcel |
CEOs |
| Olivier Sebag |
Marcel |
Managing Director |
| Anne de Maupeou |
Marcel |
Creative Chairman |
| Dimitri Guerassimov / Fabien Teichner |
Marcel |
Chief Creative Officers |
| Carmine Coppola / Lionel Bui |
Marcel |
Creative Directors |
| Alberto Scorticati |
Marcel |
Director of International Business |
| Olivier Martin-Dupray / Fanny Delaunay |
Marcel |
Account Supervisors |
| Noëlla Neffati |
Marcel |
Project Manager |
| Megan Gutman / David Daines |
Marcel |
Strategic Planning |
| Linnéa Kavjsö / Maxime Dos-Santos / Antonin Jacquot |
Marcel |
Copywriters |
| Thérèse Jonsson / Marie-Océane Scerri / Eulalia Bartolomeu |
Marcel |
Art Directors |
| Areski Dehloum |
Marcel |
Lead UX |
| Louis Da Silva |
Marcel |
CTO |
| Stéphane Nauroy |
Marcel |
Technical project director |
| Renaud Cacciani |
Marcel |
Technical project manager |
| Ando Razafimandimby / Pascal Sok / Julien Felgueiras / Edgar Lacouture / Charles Coulais / David Buff / Eric Beaufol / Laurent Gabarre |
Marcel |
Developpers |
| Edouard Le Scouarnec |
Marcel |
Director |
| Julien Taillez / Mathieu Braccini |
Marcel |
Motion Designers |
| Pierre Le Goff |
Marcel |
Editor |
The Campaign
To promote their truly personalized eye care, LensCrafters has created:
EYE AM UNIQUE - A one of a kind experience to make people understand how truly unique their eyes are.
We turn unique iris color pattern into a highly precise eye-print. Just like a fingerprint… but of your eye.
Campaign Success
Launch the app, take a picture, let it analyze the million shades of colors of your eyes, then discover your eye-print: an artfully designed data-visualization expressing your uniqueness.
Every minute, thousands of eye-prints were generated, shared on social networks and plugged into a geo-localized database on EYEAMUNIQUE.COM - an interactive website showcasing a real-time map of eye-color patterns from all around the world.
And one day the beautiful data visualizations truly became a piece of art. At the Paris Museum of Modern Art, an EYE AM UNIQUE big scale installation was built to help visitors from around the world create their own eye-prints, and see them displayed in the museum.
Finally, building on the incredible success of the experience, LensCrafters has decided to design and made available on-demand, an exclusive EYE AM UNIQUE range of products customizable with people’s unique eye-color patterns. Common everyday objects were turned into unique pieces.
Describe the success of the promotion with both client and consumer including some quantifiable results
This campaign is a brand awareness campaign to reposition Lenscrafters as the specialist of personalized high quality eye care, justify the high price tag compared to on-line low-cost offers, and to build brand loyalty : consumers are in contact with the brand only 2 weeks every 2,5 years, and need to be included in a brand storytelling to keep in mind to come back again to LC next time.
Engagement with the brand digital platforms increased by 65% during the peak of the campaign (12/27/2015 – 04/03/2016 ).
EyeAmUnique Facebook posts showed a 40% organic reach.
360K + EyeAmUnique app downloads over the duration of the campaign.
820K+ unique visitors on the EyeAmUnique website.
This campaign was supported by TVC in the US, Australia, Asia, Argentina and a print, outdoor, and DOOH campaign implemented on those markets – totalizing a potential half a billion people reached worldwide.
Explain why the method of promotion was most relevant to the product or service
The « Eye Am Unique» campaign has been designed with a service-based approach at heart witch allows the brand to meet the youngsters where they are and when they need it the most; IRL (streets, museum, public transport, etc) and URL on main social medias and on the Eye Am Unique app and website.
Our strategy is to envolved our consumers to the concept. That’s why we create for them an app where everyone can see by himself the uniqueness of his eyes.