2021 Brand Experience & Activation

THE EYE OPENING TEST

Short List
TitleTHE EYE OPENING TEST
BrandDROIT DE REGARD
Product/ServiceDROIT DE REGARD
Category G02. Challenger Brand
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production GENERAL POP Pantin, FRANCE
Credits
Name Company Position
Stéphane Xiberras BETC ECD
Alexandre Girod Betc Copywriter
Julien Vergne Betc Art director
Mathis Payet BETC Assistant art director
Jeremy Marsy General Pop Producer
Philippe Martin-Davies BETC Strategic Planner
Louis Chahan BETC Strategic Planning
Augustin Lacap NA Director
Lionel Cévaër Droit de regard Brand Management
Manon Mangaud BETC Agency Management

Why is this work relevant for Brand Experience & Activation?

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 (20% of vote)

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 (20% of vote)

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 (30% of vote)

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 (30% of vote)

0€ Media investment 3.3 million impressions PR coverage of Droit de regard as a ‘new committed brand’

Please tell us about how the work challenged / was different from the brands competitors

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.