Nom du client
IRIS, The Visual Group
Nom du projet
Retail campaign, TV & online ads, microsite, radio ads
IRIS, Canada’s largest network of eyecare professionals, asked Camden to give its advertising an extreme makeover in order to reach a younger, more demanding Canadian clientele.
The client’s marketing department identified a significant gap between IRIS’s offer and consumer perception of the brand in the areas of style and price. Web-based competitors had been gaining market share, even though IRIS provides valuable services that cannot be purchased online.
We created a strong, memorable campaign by personifying the brand using a character called Iris, an eye geek who answers Canadians’ questions about eyewear and eyecare. The campaign was rolled out on TV, radio, and online. Q&A’s also appear on the AskIris.ca website, where the Iris character responds to questions from members of the public in her knowledgeable, fun style. The Iris campaign is slated to run for a minimum of three years.
110 in-store appointments booked via the microsite
Over a hundred questions asked by members of the public
74% completion rate for the online video ads