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Laubman & Pank: Transitions Lenses
Direct Marketing Association - US, Leader, ECHO Awards, 2009
Australian optical retailer, Laubman & Pank, set out to market its ‘Transition Lenses’ which automatically adjust to UV light, to a highly targeted group of 11,158 customers.
Australian optical retailer, Laubman & Pank, set out to market its ‘Transition Lenses’ which automatically adjust to UV light, to a highly targeted group of 11,158 customers. They were selected on the basis that they had not bought prescription sunglasses before and they fitted the relevant category of prescribed users. It was up against new rival Specsavers who were aggressively competing on price. To promote the benefits of the lenses, a direct mail envelope was sent, with both clear and Transition Lens film next to each other. When held up to the light, the difference was obvious. Also enclosed was a coupon for $150.00 off a complete pair of glasses which had to be redeemed within 6 weeks of the September 2008 launch. 6.3% of the audience responded. 711 sales were made, 284% above target. ROI was 1034%.
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