| Title | THE EYE OPENING TEST |
| Brand | DROIT DE REGARD |
| Product/Service | DROIT DE REGARD |
| Category |
A02. Healthcare |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Production
|
GENERAL POP Pantin, FRANCE
|
Credits
| 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’