VARILUX® XR SERIES™ set to light up Piccadilly

Essilor is heading to the world-famous Piccadilly Lights, as part of a new eye-catching media campaign to create consumer awareness for its Varilux® XR series™ brand.

The digital outdoor campaign will run at 46 of the highest profile ‘Out of Home’ billboard sites across the UK reaching over 20 million people, with the showpiece headlining at the heart of London’s West End.

In addition, a train network takeover will see the advertising campaign go live on digital screens onboard trains nationwide with 6,800 adverts spread along 15 different train routes and digital adverts will also run across YouTube, Facebook, LinkedIn and for the first time, Spotify.

With an investment of more than one million, Essilor’s biggest ever media campaign will be seen over 350 million times and attract 700,000 visits to essilor.com/uk to learn more about the lenses and to find a local Essilor Expert to book an eye test.

Alan Pitcher, commercial director for wholesale lenses said: “Given Varilux® XR series™ is our most high-tech varifocal lens to date, it was only right that we embarked upon a digital campaign to match it, culminating with a debut at Piccadilly.

“It will highlight the key benefits of the new lens and the instant sharpness provided for wearers, even in motion, and signpost presbyopes into their local independent optician to try the lens.”

New point-of-sale material will be available including posters, a showcard, consumer leaflets, a dispensing mat and window stickers.

The campaign begins at the end of September and runs through to mid-November.