TRANSITIONS goes big this spring with new multi-channel media campaign

TRANSITIONS goes big this spring with new multi-channel media campaign

Transitions® Optical has announced the launch of its new spring media campaign, highlighting the everyday benefits of dynamic lenses and inspiring consumers to move freely in any light.

The campaign showcases the lens seamlessly adjusting to changing light conditions in an urban setting, helping the wearer experience clarity and protection as they go, and emphasising the importance of speed, style and smart vision for modern lifestyles.

Rolling out for eight weeks from 8 April, the multi-channel campaign is expected to be seen 180 million times across all platforms. With adverts showing live across Connected TV, Netflix, Disney, Instagram, TikTok and out of home platforms, including bus stops, shopping malls and cinemas.

The campaign also directly targets fashion consumers, outdoor enthusiasts and tech savvy audiences through a collaboration with micro and macro-influencers wearing new Transitions® Color Touch™, for an always-on touch of colour, and Transitions® GEN S™^.

Fredrik Jönsson, VP Wholesale North Europe at EssilorLuxottica, said: “By leveraging a multi-channel approach in one big burst, we hope to increase brand awareness among consumers and younger demographics who haven’t heard of Transitions® before, to get them on board with the brand. And, also reinforcing the brand among those already familiar with the lenses at the beginning of the customer journey.”

Store assets link to the Transitions^® Color Match™ tool to help consumers explore the range of colours and virtually try on options to find the perfect combination – simply by scanning a QR code with a smartphone.

Activity is supported by an ongoing sponsored search campaign, ensuring Transitions® appears within the top results when consumers seek out solutions.