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 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