Luxottica: Use it or lose it

OPSM, owned by Italian Luxottica group, is Australia’s leading provider of eye care and eyewear. They wanted to remind their customers of one of the key benefits of their private health scheme – a rebate which has to be redeemed within the year or they lose it.

Luxottica: Use it or lose it

BMF

ENTRY INFORMATION

Category: Pharmaceutical/HealthcareCountry where program ran: AustraliaDate program started/ended: October 2009

Product Description: OPSM is owned by the Italian-based Luxottica Group. It is Australia's leading provider of eye care and eyewear (glasses and sunglasses).

Advertiser/Client Name: LuxotticaMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

Australians who have private health cover are entitled to a certain amount of optical cover annually. This means that, through their health cover, they can get a rebate on new glasses, contact lenses and so on. The only issue with this...

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