OPSM: Smile

Facing growing online competition in the Australian contact lens market, OPSM wanted to get consumers back into their retail outlets and to become their first choice.

OPSM: Smile

BMF

ENTRY INFORMATION

Category: Pharmaceutical/HealthcareCountry where program ran: AustraliaDate program started/ended: October 2008

Product Description: Contact Lenses.

Advertiser/Client Name: OPSMMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

Historically, OPSM have seldom communicated contact lens specific offers to their base, so there is little brand affinity and insight into the purchasing behaviour of these customers. Furthermore, there has been growing competition from online retailers where consumers can now buy direct online for a cheaper price. Our challenge was to get consumers to return to a traditional bricks and mortar retailer, and ensure...

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